ME Bank modifies Instagram reel ad after Ad Standards breach
An Instagram reel advertisement by ME Bank has been modified after Ad Standards found it included discriminatory language.
The ad was pinged for breaching Section 2.1 – discrimination or vilification – of the Australian Association of National Advertisers (AANA) Code of Ethics.
The ad’s original caption negatively referred to ‘girl math’
The complaint claimed it used discriminatory language against women, by implying that ‘girl math’ is “not good”.
The complainant wrote: “In the ad, the words ‘girl math’ appear on screen which are then crossed out and replaced by ‘good math’. Implying that maths done by girls is not ‘good’. This is discriminatory language.”
ME Bank responded to the complaint, requesting it be dismissed.
“Thank you for bringing the complaint to our attention,” the brand wrote. “We carefully review and consider the content of our advertising with reference to community standards. We are disappointed that a viewer has taken offense to the advertisement. Our marketing assets undergo an internal and external compliance approval process.
“…We respectfully submit the advertisement did not breach Section 2 of the AANA Code of Ethics. Accordingly, we request that the complaint is dismissed.”
However, the Ad Standards Community Panel concluded that “the advertisement discriminates against women”.
“The Panel found that the advertisement did breach Section 2.1 of the Code,” the case report said. “Finding that the advertisement did breach Section 2.1 of the Code, the Panel upheld the complaint.”
ME Bank has modified the advertisement, across all platforms including Meta, YouTube, Instagram and TikTok, removing all reference to ‘girl math’.
The updated ad:
View this post on Instagram
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
AANA
ad standards
Ad Standards breach
Australian Association of National Advertisers
Code of Ethics
Instagram
Instagram reel
ME Bank
Have your say