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Ad watchdog says ‘tool’ and ‘loser’ were inappropriate in radio ad for raceway

Kingston Park RacewayAn ad for Kingston Park Raceway has fallen foul of the ad watchdog for use inappropriate use of the words “tool” and “loser”.

The radio ad for the Queensland raceway featured a child’s voice commenting on the skills of the person driving the car he is in, making the comment “I didn’t know I was in the car with Nan”. The child’s final comment is: “If that tool would just get outta the way! Loser”. A voiceover then goes on to say: “These holidays shut the little ba….ack seat drivers up” and goes on to give details of the activities available at Kingston Park Raceway.

Complaints to the Ad Standards Board (ASB) argued the ad was offensive as it suggests that it is “normal and acceptable for children to behave in a rude and offensive manner to their parents, or adults that are driving them around”.

The complaints continued: “Use of the words ‘loser’ and ‘tool’ and reference by the father children being bastards. Completely inappropriate language used by the child in the ad, disrespectful and a poor role model for children. My two boys have unfortunately latched onto this advert and mimicked the tone. Very disappointed that we are using this type of advertising to promote a product.”

Kingston Park Raceway did not defend the ad, citing that it was not their intention to “offend or insult anyone”, explaining that it was “just ad that took the micky out of screaming kids in the back seat during school holidays”.

They continued: “However we discussed your email with our radio station and last Wednesday they agreed to make some minor changes that took out the reference to loser and tool from the copy. We hope that this is an acceptable action to you.”

While a minority of the board considered that the ad’s reference to an older person is disrespectful and discriminatory “as it implies that to drive a vehicle in a manner similar to an older person is a negative action”, the majority of the board ruled the the comment did not meet the “test for material which discriminates or vilifies a person” based on their age.

The board did rule that the use of the words “tool” and “loser” in the context of an abusive delivery from a child to another person does amount to language that is inappropriate, thus the complaint was upheld.

In response to the rulings Kingston Park Raceway said: “Our radio station reacted within 24 hours of receiving your initial email and made changes that took out the reference to loser and tool from the copy. The revised script went to air the following day with no further complaints to my knowledge from the complainants who contacted you initially. Thank you for the way this matter was brought to our attention and please continue your good work.”

Miranda Ward

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