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Radio ad for Charlotte Pass Alpine Resort lambasted for ‘outdated stereotype’ suggesting blondes are stupid

A radio advertisement for a ski resort in Kosciuszko National Park, Charlotte Pass Alpine Resort, has been banned by the ad watchdog for using an “outdated and poor stereotype” suggesting blonde women are unintelligent and have hollow heads.

The ad, which aired on the radio, is voiced by former TV game show host John Burgess and commences with a joke about blonde snowmen saying “Why does it take longer to build a blonde snowman than a regular one? You have to hollow out the head”.

The advertiser strongly disagreed with the determinaton

Two complaints posted to Ad Standards said the commercial was “insulting to blondes”, “sexist” and “implies that blonde people are stupid”.

The Alpine Resort said the ad is “clearly” meant to be funny and in no way does it “degrade or exploit” anyone.

“The content is good natured and does not vilify any person or section of the community. It would be generally understood by listeners to be humourous [sic] and inoffensive.

“It is obviously presented as a joke (note the punchline format and ‘boom boom’ tag) and an ordinary listener would not have been offended by it.”

The advertiser also denied the ad was sexist.

“The joke does not mention or refer to women. It relates to a blonde snowman. It is difficult to see how this can be considered sexist or vilifying females,” it argued.

Ad Standards said although women are not mentioned specifically in the ad, blonde jokes are stereotypically at the expense of women.

“The overall impression of this advertisement is one of an outdated and poor stereotype that blonde women are unintelligent, which is a negative stereotype and in the Panel’s view incites ridicule of blonde women,” the Board said upholding the complaint.

Ad Standards said because hair colour is genetic, it can also be considered under the category of race.

In a similar case in March, Ad Standards upheld complaints against CUB’s Rusty Yak Gingery Ale campaign for “vilifying” those with red hair.

In response, the advertiser said it totally disagrees with the findings as the ad is clearly meant to be funny.

“Whilst we do not agree in any way with the Panel’s determination, the use of the joke has been discontinued.”

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