Ad watchdog reprimands iSelect for showing ‘extreme anger’ and ‘violence’ in ad
The ad watchdog has banned an iSelect commercial for showing “extreme anger” and “violence” in an ad which depicts a woman smashing an Easter Bunny shaped pinata after receiving bad news about rising insurance premiums.
One of the complaints posted to Ad Standards described the commercial as “unsettling”, while another complaint said it exposes children to violence and “unacceptable behaviour”.
“Violence is an extremely serious problem in Australian society and to depict a mother at a party acting in such an extreme way is completely shocking and totally unnecessary. This ad is not funny and portrays that it is acceptable to act in this way when we don’t get what we want.
“Any depiction of violent or aggressive behaviour to advertise a product is not acceptable.” another complaint detailed.
The health insurer said it sympathises with “personal experiences” relating to the complaints but believes the ad is not in breach of the AANA Code of Ethics.
“iSelect has a long-standing tradition of humorous and irreverent advertising. Our comical and witty approach to advertising is widely known and loved by many Australians,” iSelect added.
The ad is intended to leverage the feeling of frustration Australian’s have when the cost of living rises, the insurer said.
Ad Standards dismissed complaints that the ad was demeaning towards women and encouraged violence towards animals, however, the Board said the protagonist’s actions are “very violent and menacing”.
The Board found the violence portrayed in the ad was unjustifiable in the context of health insurance and price comparison and iSelect should have been more careful when including “adults acting in an aggressive or violent manner in front of children” as it could impact their mental health.
iSelect responded to the ruling apologising, saying the company doesn’t tolerate domestic violence or violent behaviour.
The insurer has since removed the ad from air.
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It seems that the advertiser in question will do or say anything to get a sale. They complain about rate rises for health insurance but what they dont tell you is that they take a kick back of nearly $1900 commision for a family policy and $800 for a single policy and on top of that they only comp[are 12 funds policies out of the 35 health funds out there. So all in all they take 30% plus of your money for every sale they make. No wonder premiums are so high.
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This ad was shown relentlessly to the build up to cut-off date for selecting health insurance and every time it came on the TV I grabbed the remote and turned the sound off. I found it absolutely offensive to watch and hear and especially to look at the faces of the children who “witnessed” the mother’s anger. Over the top and too real for me.
Also I don’t know how it was passed for viewing.
At the end of the ad it displayed contact I Select by April 1. Funny how it was allowed to be shown up until the very last day.
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