Ethics in Advertising

In as recently as June 2010 top fashion company Diesel had two advertisements banned after it was claimed by a standards watchdog that the images were likely to cause serious offence to adults. Both of the controversial advertisements featured young women displaying provocative behaviour, one showing a women taking a photo of her genitals and a second of a women exposing her breasts to a security camera, whilst being accompanied by the strapline: “Smart may have the brains, but stupid has the balls. Be Stupid. Diesel.”

The advertisements were published in two magazines and received 33 complaints claiming the advertisements were unsuitable for children, offensive and condoned or encouraged anti-social behaviour; according to the Advertising Standards Authority (ASA). These areas of concern would mean the advertisements could be classified as being unethical.

Of course though, as in most situations, there are two sides to every story and in a defence to the campaign Diesel claimed the advertisements “portrayed a very strong and unexpected image of femininity, aligning it with typically masculine themes such as the lion and that the confident behaviour in the combination with the use of the text ‘stupid has the balls’ described her way of thinking”. Diesel continued to suggest that the image of the women revealing herself to a security camera “tackled society’s pre-occupation with 24/7 camera surveillance” as well as arguing neither of the advertisements showed any "provocative nudity beyond the usual amounts shown in many swimwear, sportswear or lingerie ads."

The ASA, whilst acknowledging the advertisements did not show any full frontal nudity, ruled that the advertisements breached rules covering responsible advertising and decency due to the use of sexual undertones for an advertisement appearing in an untargeted medium that is likely to be viewed by children. The ASA said of the surveillance camera ad: "We considered that the image portrayed socially challenging actions that might be attractive to younger consumers who would be interested in the youthful and edgy fashion range and might encourage behaviour that was anti-social or irresponsible.”

The European Association of Communications Agencies, or the EACA, has produced a number of ethical guidelines to be taken into account for when advertising to children. Within these guidelines, under “the ethical principles” the EACA instruct that:

Advertisers should use the opportunity where possible to create an ambience of positive social behaviour, including friendship, tolerance, generosity and respects for others, in particular avoiding stereotyping or appeals to prejudice.

The ASA furthered the ban of the pictorial advertisements, submitting the statement: "We were further concerned that the images of young women photographing their genitalia and exposing their breasts to a camera in a public place were unsuitable to be displayed on posters, an untargeted medium that was likely to be seen by children, because of the overt sexualisation involved in the depicted acts." Meaning of course that it was ruled the advertisements were also banned from appearing in poster form.

Bibliography

www.eaca.be/_upload/documents/guidelines/Ethical%20guidelines%20for%20Advertising%20and%20Children.doc ethical guidelines to advertising

http://www.sinlung.com/2010/06/diesel-ads-banned-for-being-too-sexy.html

http://uk.reuters.com/article/2010/06/30/uk-britain-adverts-idUKTRE65T2LY20100630