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Ad watchdog rules AMI ad too sexual for radio

AMIThe ad watchdog has ruled against a radio ad for the Advanced Medical Institute (AMI) after ruling its sexualised content was not appropriate for the medium and did not treat the issue of sex with sensitivity to the relevant audience.

The ad in question featured a voiceover which said: “AMI’s revolutionary oral strips will help you give her the longest lasting, most passionate, show-stopping sex she has ever had. Get on the phone to hear her moan, moan, moan. Call AMI now…wrap up your premature problems in time for Christmas, 1800 40 40 50.”

Complaints against the radio spot argued it was explicit and offensive and inappropriate for radio arguing it exposed children and teenagers to “lewd content and gives them false expectations of what sex is supposed to be like” while another said “the highly sexual content of the ad” was “disturbing”.

“The ad is too verbally graphic for a regular daytime programme,” another complaint said.

AMI defended the spot, arguing “AMI’s extensive profile of using radio advertising to promote its treatment options is well known in the community and the likelihood that an AMI advertisement would be heard if a consumer listened to a particular radio station would not be any surprise to members of the public”.

“In terms of the advertising on particular stations, each of the radio stations used by AMI have restrictions regarding the nature of the advertisements which may be run on those stations as well as time restrictions as to when those advertisements may be run. Those restrictions have been developed by the program director and are in addition to restrictions applicable under the code,” AMI said, citing Nova and Austero as an example as they do not permit the use of phrases such as “bonking” during breakfast and kids pick up time.

“Whilst AMI acknowledges that some members of the community do not like AMI’s advertisements, we believe that the advertisements comply with the code by treating sex and sexuality sensitively having regard to the relevant audience and the relevant programme time zone.”

In its ruling, the board considered that while the ad did not use sexually explicit language, “the repeated use of the word ‘moan’ and the sultry tone of the presenter’s voice does add a level of sexualisation to the advertisement and puts the idea or notion of sex in an environment such as the family car”.

The complaints were upheld and the ad has since been discontinued.

Miranda Ward

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