This is an interesting case about one of the much-complained beer advertisement in Australia. The Alcohol Beverages Advertising Code committee of Australia had supported an objection against this 2000 advertisement for James Boag beer. The ad was shot by Helmut Newton. The Community Alcohol Action Network had reacted sharply on this advertisement and filed a complaint alleging the advert implied a connection between the consumption of alcohol and sexual success and therefore was in violation of the Code. The Tasmania-based brewers in its defense contended that the advertisement, as a matter of fact, showed a woman empowered by their product and insisted that she did not appear sexually available.
Though the committee had ruled in favor of the complaint, the advertisement continued to be available. In fact, the advertisement only appeared on the company’s website and consequently not required by the law to be removed. The company, despite self-regulatory system was in place, decided to continue the advertisement.
In the year, 2004 another advertisement shot by the same photographer for the same company attracted fierce criticism. This time the complainant was the Royal Women’s Hospital Centre Against Sexual Assault that lodged its complaint with Advertising Standards Bureau. The advert, titled ‘Man’s Arm’ had shown a man pulling on a woman’s top. The complaint held that the advertisement was suggesting a link between drinking and female sexual amenability.
However, the company maintained that the advertisement was meant for the company only and it was not intended for media placement.
Via Best Rejected Advertising
