Motley Fool Australia’s ‘Shall I slit my wrists now?’ article modified after breaching ASB code
Financial investment e-newsletter, Motley Fool Take Stock, has been condemned by the ad watchdog for its ‘Shall I slit my wrists now?’ article, which was sent to its subscribers.
The e-newsletter, which was sent out on April 19, has been described as “poor taste”.
“The publication is for a financial services company and is an email publication to members about financial advice and information. The Board noted that the issue of finances and money is a topic that can cause stress for many members of the community,” the Ad Standards Board said.
“In light of the serious matter of financial security, the use of terminology that refers to slitting wrists ie: suicide or attempted suicide, is a negative promotion and could be received by members of the community as a negative option to help deal with financial stress.”
Motley Fool Australia said the publication was just trying to be “humorous and cheeky” in its editorial approach, however in hindsight, can identify it was an inappropriate phrase to use.
“On reflection, we realise that the phrase was inappropriate and unnecessary. It was certainly not our intention to take the subject of suicide lightly and the purpose of the message was in fact one of encouragement- even when some publications were spelling out doom and gloom for investors, there can be a benefit to staying invested during turbulent markets,” the publisher said in its response to the complaint.
The Ads Standards Board upheld the complaint, noting: “Overall the Board considered that the advertisement did depict material contrary to Prevailing Community Standards on health and safety and determined that the advertisement did breach Section 2.6 of the Code.
“Finding that the advertisement did breach section 2.6 of the Code, the Board upheld the complaint.”
The Motley Fool Australia has since amended its online version of the article, however it cannot recall the version which was sent to its subscribers.
“As stated in our initial response, we have modified the language, and removed the offending phrase. Again, we apologise to those offended.”
