New Idea ad draws complaints for religious insensitivity

An ad for women’s magazine New Idea has received 40 complaints to the advertising watchdog for inappropriately depicting a religious group.

The ad for New Idea, which is running on TV and in cinemas, appears to feature an Amish woman who discovers a copy of New Idea. The magazine is blamed for a woman revealing her thigh to her friends, and is tossed into a river.

The ad was launched at the end of July to mark a redesign and the PacMags title’s 110th birthday.

The ASB board is yet to discuss the ad.



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