iSelect ad banned for showing a man using a laptop in a jacuzzi

An ad for iSelect that shows a man using a laptop in a jacuzzi has been banned by the advertising watchdog for encouraging the use of electronic goods in water.

One complaint to the Ad Standards Bureau read: “Some people, particularly children, may believe that it is normal to use electrical devices while in a bath. It’s just dangerous and encourages unsafe behaviour. They should think before designing such a dangerous advertisement.”

The ad, which was created by AJF Partners, was taken off air today.

The ASB ruled that it the ad depicted “potentially unsafe behaviour” – even if the laptop is operating on battery power and the ad was unrealistic – and should no longer be on air.

The advertiser is appealing the decision.
In a statement, iSelect said:

To be forced to withdraw this ad is a very disappointing result. To reiterate, we considered this execution to be an obvious fantasy. 

Iselect does not support or condone potentially dangerous or unsafe behaviour in any way. And without wanting to detract from that, we believe we  are no more suggesting that electronic mobile devices are used near water than suggesting that you should share a spa with your boss, fully clothed, in his office, talk to him on a mobile while he’s two feet away, while not getting wet and finding ice creams under hot water.

The $3m ‘Decide right’ campaign launched in November to reposition iSelect as a helpful decision-making aid. 

ISelect is re-editing an old ad to replace the banned commercial. The advertiser also plans to bring forward the start of its next campaign.


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