News

Wicked Campers, Sony Pictures and Lithgow Valley Springs rapped by Ad Standards Board

Wicked Campers has again fallen foul of the Ad Standards Board for using offensive language while drinks firm Lithgow Valley Springs and Sony Pictures have also been rapped by the watchdog.

wicked campers logo

The van hire firm was found – not for the first time – to have flouted guidelines over appropriate use of language by daubing “fucking toasted” on the side of a vehicle next an image of a smiling toaster.

“The use of ‘the F word’ on vehicles is likely to be seen by a broad audience, the current advertisement does use language which is strong and obscene and not appropriate in the context of a broad audience, which would include children,” the ASB said in its ruling.

While complaints about the use of bad language were upheld, a further complaint suggesting the phrase was promoting the use of drugs was dismissed.

The ASB said although the urban dictionary’ definition of ‘toasted’ was “to be high from smoking marijuana’, the term was “not part of the common Australian vernacular”.

Further complaints about the use of the word “pussy” on the side of a van was also upheld.

Sony, meanwhile, has twice been reprimanded by the ASB after trailers for the movie Sausage Party contained offensive language.

sony

Sony argued the trailers, which appeared on Facebook and News.com.au, were purchased programmatically and targeted to people aged over 15.

But the ASB ruled the trailers would have been accessible to children and contained content “that you would not expect to see on such a site”.

Complaints were lodged against Lithgow Valley Springs after the drinks firm claimed its product can “ensure you have enough fresh spring water that may help relieve migraines, asthma, diabetes and high blood pressure”.

The ASB noted that Lithgow said its product “may” help but added there was insufficient evidence to suggest that was the case.

lvs

“By making a link to serious illnesses such as high blood pressure, diabetes and asthma, the advertisement would attract the attention of people who either suffer from these diseases or at risk of developing them,” the ASB said in its ruling.

“In the board’s view the way in which the advertisement is worded is strongly suggestive of the advertised product providing health benefits with regards to these diseases and there is no evidence that this, in fact, is the case from drinking this product.”

The ASB concluded the radio ad was misleading and breached its code.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.