Credit: Cainis Graveris via Unsplash
A tv advertisement from gambling company Amused Australia has been removed for depicting women in a exploitative and degrading way.
There are two versions of this pay and on demand TV advertisement, both begin with a woman winking and biting her finger, with a female voice-over saying, “I know what gets guys super excited”.
A man then says, “uuuum…obviously it’s Pulsebet”. Version one features the man saying the app has everything you want to bet on the horses.
The scene then cuts to a man in a blue and white tracksuit and a black curly wig who says, “the doggies” as he gestures with both hands towards his groin. The man then gives further details on the app.
At the end of the ad the man in the wig is shown again, once again saying “the doggies”. Version two features the first man giving details on the advertising, followed by a voice-over giving further information on the current deals.
Amused Australia ad via Ad Standards.
The complaint submitted to Ad Standards highlighted that the ad’s sexual content demeans women and used an inappropriate manner to encourage gambling.
“Sexualised women not relevant to the product… sexual content is so sickeningly outdated… quicken your pulse with a sexualised woman while u bet on sports? How is this content beneficial to anyone?” the complaint stated.
“To see a lady looking like a prostitute is so unnecessary. This advert helps undermine and poison the foundational think of females AND BOYS/MEN.
“This advert is played when you do catch up TV during the day, kids around. Offensive by today’s standards The Pulsebet AD is extremely disgusting and disturbing and overtly sexual and includes lewd gestures and sexual harassment.”
In response the brand claimed the ad did not breach the code as the ad was targeted to an adult audience.
“It is extremely modest and in line with Prevailing Community Standards,” an Amused spokesperson stated.
“There is no inappropriate clothing or undressing, or any sexual interaction between the characters. The advertisement focuses primarily on the features of the betting app.”
However, the Ad Standards panel considered despite the woman in the advertisement was not naked, the woman was depicted as an object or commodity, and that this did lower the woman in character or quality.
The woman’s behaviour was also depicted in a sexualised way to attract attention.
As a result, the ad was found to breach AANA Code of Ethics2.2 exploitative or degrading. The advertisement was then discontinued.
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