ANZ advertisement pulled by industry watchdog for depicting a child at risk of SIDS

An ad for ANZ has been removed from air after a complaint was made to industry watchdog, Ad Standards, pointing out that the baby depicted in the ad is at danger of Sudden Infant Death Syndrome (SIDS).

The complainant pointed out that the child depicted in the advertisement is wearing a beanie. The headwear goes against Australian health and safety guidelines which say it should be removed prior to a baby being placed down for sleep.

The complainant wrote: “The baby that is in the cot has a bonnet on which is strictly against the standards of a care for a child being placed down in a cot for sleeping, all headwear etc should be removed prior. This sets the incorrect standards. Many babies have died from SUIDS (Sudden Unexpected Infant Death Syndrome) and sleeping with headwear is a contributing factor. This part of the ad should be removed or modified.”