Delta Goodrem’s ‘bad behaviour’ in Apple ad catches eye of watchdog

Apple Entertainment has been criticised by the Advertising Standards Board for showing singer and songwriter Delta Groodrem “moving around in a motor vehicle with no clearly visible safety belt” and placing her head and arms outside the moving car.

The complaint made to the ad watchdog said “this ad does not promote safe driving” and “as a young woman who is a role model this sets a bad example and is illegal”.

The Apple Music advertisement shows Goodrem sitting in the passenger seat of a car dancing and singing to Apple Music as she puts her head and arms outside the car.

Apple’s response said it was “confident” the ad in question did not breach AANA Advertiser Code of Ethics standards and didn’t raise any issues relating to the safety of the passengers in the car.

“The advertisement under complaint does not depict, endorse or otherwise encourage any activities contrary to prevailing community standards on health and safety.

“The individuals in the vehicle were both wearing lap seat belts at all times while the vehicle was being driven, and the advertisement does not contain any images suggesting otherwise,” Apple said.

After reviewing the ad and Apple’s response, the Advertising Standards Board said younger members of the community would probably not realise lap seat belts were fitted in the vintage car.

The ad watchdog also noted Goodrem is a role model to many younger people and “considered that a depiction of Delta dancing and moving around in a motor vehicle with no clearly visible safety belt is likely to imply to younger viewers that no seatbelt is being worn and that a relaxed attitude to safety in a moving motor vehicle is acceptable”.

The complaint was upheld by the watchdog.

Apple was “disappointed” with the decision made by the ASB as the company said it takes “healthy and safety very seriously”.

As a result of the ruling Apple is editing the commercial to replace any scenes were her arm and hands are out of the car window.

The networks airing the commercial have been alerted and have ceased running the current spot. Once the re-edited version is available, the networks will run the ad again.

Foxtel will stop running the commercials today.

In March, the watchdog banned an Apia ad because it showed driver posing for a photo while driving. The ad was also re-edited in line with the ruling.


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