This controversial billboard advertisement was launched by the Christian group Godmarks in New Zealand. The billboard campaign triggered fierce criticism from some quarters. The Advertising Standards Authority of New Zealand received many complaints alleging the advertiser was not identified in the ad and the advertisement was likely to cause serious and widespread offence in the light of generally prevailing community standards. As a matter of fact, the poser campaign aimed at presenting Christianity in a non-preachy or judgmental manner.
The ASA noted during hearing that technically the advertisements were ‘advocacy’ advertisements as they presented what could be regarded as an expression of opinion, as opposed to promoting the sale of a product or products. It also argued in favor of advertisement that it was not pushing a political or public issue.
The board ruled in favor of the campaign saying there were no grounds for the complaints to proceed. The controversy concentrated on the text of the advertisement that reads, ‘Contrary to popular belief I Don’t hate anyone who’s gay’ – God’. The campaign was developed by New Zealand based agency Consortium.
