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Poster for movie Unfriended breached advertising codes over treatment of suicide

Unfriended suicide poster adA poster for the movie Unfriended has fallen foul of the ad watchdog after it was adjudged to make suicide seem “as attractive an option as being at a party or with your boyfriend”.

The ad for the film featured a mock internet search bar with several autocompleted search terms around the character Laura Barns, who killed herself in the film after suffering incessant online abuse. Autocomplete options under the search bar included ‘Laura Barns suicide’ just above ‘Laura Barns party photos’.

A complaint to the ASB said: “If the media doesn’t even report on suicides or attempted suicides, I don’t think it is appropriate for that to be on print as an ad for a movie. I’m sure there are other features of the story that can be highlighted instead.”

In response to the complaint, Universal Picture Australia said the company had followed every rule required.

“The poster artwork, and all advertising materials, for Unfriended adhere to the legal advertising guidelines… Universal Pictures Australia does not condone the strong themes, violence and coarse language of the film outside of the purely fictional viewing experience and have adhered to all regulatory guidelines accordingly.”

In its ruling, the ASB referred to the growing issue of self harm as a result of what goes on in online chatrooms, adding: “The Board noted that there is strong community concern around the issue of suicide and the link between cyber-bullying and self-harm.”

It concluded: “It is not appropriate to display this word in an advertisement without providing support services information and in the absence of support information in the context of this advertisement the concept of suicide can be seen as attractive an option as being at a party or with your boyfriend.”

The watchdog also pointed to the Australian Press Council’s guidelines on reporting about mental illnesses, which recommend mentions of suicide be “accompanied by information about appropriate 24-hour crisis support services or other sources of assistance with these problems.”

In response to the ASB’s determination, Universal Pictures Theatrical Department has ceased all marketing for Unfriended, and the posters are no longer in the market.

  • If you or someone you know is at risk of suicide call Lifeline on 13 11 14 or Beyondblue on 1300 224 636
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