ASB rules against cartoon image on Macket Bracket website with ‘get it up faster every time’ slogan
The Ad Standards Board has ruled against a cartoon image on a website for hardware and machinery brand Macket Bracket for employing “sexual appeal in a manner which is exploitative and degrading”.
The offending image was of a cartoon woman which the complainant described as “oiled, with breast enhancements, wearing a small bikini and jean shorts unbuttoned” who is accompanied by text which reads “Get it up faster every time.”
Citing a clause in the ad standards act which prevents discrimination on the grounds of gender the complainant said: “I was deeply offended by this type of advertising. Not a great endorsement of young women, who are clearly over sexualised in this campaign”.
Macket Bracket did not defend the image, telling the ASB it would be taken down adding: “Sorry if this has offended this one and only lady.”
In its ruling the board noted Macket Bracket’s response and decision to make changes to the website however considered as the image was still available it was appropriate for the board to discuss the complaint.
While the board considered that the image “did not amount to a depiction that discriminates against, or vilifies a section of the community on account of gender because it is not necessarily negative about women”, it did equate to an image that is exploitative.
The board agreed that the “get it up faster” slogan, while “relevant to a company which sells construction framework”, would likely be interpreted by viewers as “a reference to a sexual act of getting an erection” and consequently ruled that the “connection of the image and the text does amount to a depiction that is exploitative as the woman is not relevant to the product and the focus is on her body and sexualised pose”.
The complaint was upheld.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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