Ad watchdog clears ALDI for reposting Pedestrian article of Kath and Kim smoking
Discount supermarket chain ALDI has been cleared by the ad watchdog after it reposted a Pedestrian article promoting the supermarket’s cheap wines that featured an image of Kath and Kim smoking and drinking.
ALDI reposted the Pedestrian article, which was titled ‘Wrap Ya Lips Around ALDI’s Top Bottles Of Plonk Going For Less Than $10’ with the caption “ALDI Liquor: It’s good. It’s different. It’s unewesual”.
A complaint posted to Ad Standards said the ad “depicts smoking cigarettes”.
ALDI said the reposting of the article was clearly a “comedic spoof” which features well known comedians whose “comments and character representation appears to be entirely within character, and whose poor lifestyle habits form a fundamental part of their character”.
Ad Standards agreed finding that the ad doesn’t promote smoking or the buying of cigarettes.
“The image of Kath and Kim combined with an understanding of their associated character flaws is not a depiction that could be interpreted as promoting or glamorising cigarette smoking,” the ad watchdog said clearing the complaint.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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If Aldi made a TVC featuring Kath and Kim smoking, would that be ok?
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