It’s okay to poke fun at New Scientist readers, rules Ad Standards body
There’s nothing wrong with poking fun at the readers of New Scientist, Australia’s advertising watchdog has ruled.
The Advertising Standards Board was asked to determine a complaint about a radio ad for a car window tint company.
According to the ASB’s description of the ad for World Mark Motor One:
“A male voice over introduces himself as Reginald and says he is a herpetologist used to read New Scientist and collect Star Trek figurines. His voice then becomes deeper as he says that since having Octane Tint put on his car he rents a penthouse, has a cocktail named after him and dates Swedish triplets.”
One complaint to the ASB stated: “I object on so many levels! 1. It is derogatory to men (and all people) who choose to have a career in science and labels them as ‘nerds’. 2. It glorifies pornography and the objectification of women. 3. It encourages consumers to do things that are ‘barely legal’ and links this message with a sexualised context 4. It has nothing to do with their product!”
But the ASB ruled: “The Board considered that the portrayal of the change in a man’s interests and vocal range is one which is intended to be humorous and noted that describing groups of people based on their career choice is not an issue which would fall under the provisions of the Code.”
It added: “The Board considered that the advertisement makes no reference to pornography and does not contain any content which could be considered to objectify women.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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At the end of the day, it’s just a stereotype. Lighten up people!
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He only ever has stamina for Nos 1 and 2. Sigh.
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What”s with the increased levels of ASB complaints? Some people really need to find themseleves a new hobby.
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I prefer the earlier version of Regie anyway! Guys who read New Scientist are much more interesting anyway
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