Kiwis could ban “bloody” ad

Wednesday, 06 Mar, 2006 0

New Zealand’s Sunday Star Times Emily Watt reported over the weekend that after the furore of the Toyota “bugger” advertisements, two New Zealanders have lodged complaints against Australia’s new tourism campaign which asks: “So where the bloody hell are you?”

The news paper reports that apparently New Zealand’s Advertising Standards Complaints Board received two complaints last week from Kiwis objecting to the language. It appears that “bloody” is listed at number 21 out of 22 on the Broadcasting Standards Authority’s list of unacceptable words, with “bugger” at number 22.

The complaints board received more than 100 objections to Toyota’s “bugger” campaign and 20 complaints about the same company’s “sheep shagger” commercials.

Complaints Board Executive Director Hilary Souter said although the Australian campaign had so far received fewer complaints, “it only takes one to stop an ad”.

Souter said, “if the board chair accepted the complaints, he would ask for industry comment before seeking a judgment from the board, which would look at several issues including the context of the advertisement in making a decision”. “The advertisement could continue playing until that time”.

Tourism Australia regional manager Vito Anzelmi said, “the British ban was based on out-dated criteria for objectionable words, and more than 100,000 people in the UK had downloaded the ad from the internet”.

Anzelmi added, “most New Zealanders had responded positively to the advertisement, which had screened in New Zealand for the past fortnight”. “They understand where it’s coming from. It’s in the context of an Australian inviting you over.”

Report by The Mole

Graham Muldoon

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