Real estate flasher ruled against by Ad Standards Board
An outdoor ad for real estate agency The Professionals has been banned by the Ad Standards Board because it depicted material that is contrary to community standards.
The ad displayed on a billboard features a man wearing a coat, socks and shoes, and holding his coat open alongside the slogan ‘Expose Yourself!’.
Complaints received by the Ad Standards Board (ASB) include: “I find this ad offensive. It is using a criminal offence to sell property. Real estate companies should not have to resort to this type of advertising. Exposing yourself should be condemned. It is a grubby sign. Children should not have to see this ad, which is on a main road.”
The advertiser argued: “This advertisement was produced with a ‘play on words’ concept due to the high level of exposure that the property for sale offers. The content and graphic used was in no way designed to cause offence and was in no way deemed inappropriate or of any sexual nature nor is there any nudity portrayed.
“After discussion with the complainant we have made the decision that we will remove the signboard in question and that it will be replaced without the graphic at the centre of this
complaint.”
The Board determined the image is consistent with a depiction of ‘flashing’, which is illegal, and that the slogan “was condoning if not encouraging such behaviour”.
“The board considered that the suggestion of ‘flashing is clearly intended, in the context of the real estate signage, to relate to the property and its marketing. However the board considered that the depiction and suggestion of condoning ‘flashing; is a depiction of material that is contrary to prevailing community standards on health and safety.”
The advertiser said it removed the ad before the board made its determination and does not intend to use it again.
Megan Reynolds
