Lewd teddy gets OK

A teddy bear who performed sexy gestures has been the subject of a complaint in the Advertising Standards Authority.

The teddy bear was promoting the movie Ted, and in the movie promo he simulates a sexual act on a checkout scanner.

While complainant M. Vickers found this offensive, the ASA ruled the humourous nature of the ad meant the teddy was off the hook.

The advertising watchdog also took into account the fact the ad was played in the evening when parental guidance is recommended.

Another complainant , M. Walker, strongly objected to the NZ Transport Agency’s use of the word "Mantrol", saying it is sexist.

The Mantrol advertisements encouraged men to drive vehicles at a safe speed and feature a billboard stating ‘Slow Down. Stay in Mantrol’.

The ASA accepted the ad used the established stereotype of macho drivers.

ASA chairman Jenny Robson relied on an earlier decision on a similar “Mantrol” ad. In that decision the ad was found to have a highly socially responsible message and wasn’t going to cause serious or widespread offence.

The complaint about the “Mantrol” ad was found to have no grounds to proceed.

In a separate decision, the ASA dismissed a complaint from D.Reily about a recruitment ad for the navy.

D. Reily said the ad suggested a hierarchy of professions by introducing a woman who said “when I left college, I could have managed the farm, practicised law or balanced books. But I choose to go further.”

“I find it offensive that they suggest that the Navy is a better profession than that of a farmer or lawyer – or any other careers they mention in this series of ads.”

The ASA followed precedent and accepted the complaint was similar to a New Zealand Police ad and another navy ad which were viewed as not offensive enough to reach the required threshold.

Ms Robson ruled the advertisement had been created with social responsibility and there were no grounds to proceed.

Victoria Young
Wed, 15 Aug 2012

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Lewd teddy gets OK