Complaint: 17/400

Television

Details

Complainants
G. Page
advertisers
Hercules Hose, Television
Year
2017
Media
Television
Product
Household Goods
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document





COMPLAINT NUMBER
17/400
COMPLAINANT
G.Page
ADVERTISER
Hercules Hose, Television
ADVERTISEMENT
Television
DATE OF MEETING
6 November 2017
OUTCOME
No Grounds to Proceed


Advertisement:
The television advertisement for the Hercules Hose said "now there's a
hose that's as tough as you are." and showed the hose being used in various scenarios
including being heated with a blow torch and being bitten by a shark.

The Chair ruled there were no grounds for the complaint to proceed.

Complainant,
G Page, said: Hose advert claims to survive "maneater" shark bite. Show
how it was known to be a "maneater". This just continues the stereo type that all large
sharks are "maneaters".I have no problem that it can withstand the bite of a shark but would
prefer it did not include a shark.

The relevant provisions were Code of Ethics - Basic Principle 4

The Chair noted the Complainant's concern the advertisement had stereotyped sharks as
man-eaters.

The Chair noted the advertisement demonstrated the durability of the product by
encouraging a large shark to bite it and noting it caused no damage. The Chair noted the
reference to the shark as a "man-eater" offended the Complainant, but in her view the shark
pictured was very large and also took into account the "man-eater" term was a colloquial
reference to large shark species such as the Great White.

While the Chair acknowledged the offence the advertisement caused the Complainant
relating to the reputation of sharks, she said the reference did not reach the threshold to
breach the Advertising Codes of Practice.

Accordingly, the Chair ruled the complaint had no grounds to proceed.

Chair's Ruling: Complaint No Grounds to Proceed