Description:
A television advertisement depicted two vehicles racing at high speed through a wooded area. In The ad depicted one of the vehicles tires briefly leaving the ground and a close-up shot of a revving RPM gauge.
Complaint:
The complainant alleged that the advertisement displayed an obvious lack of regard for road safety and showed dangerous driving maneuvers, such as racing at high speed through an area not designated for races. The complainant further stated that the ad encouraged unlawful behaviour and showed a lack of respect for both road safety and the environment.
Response:
In its response to Council, the advertiser confirmed that the advertisement was no longer airing and that there were no plans to rebroadcast it in its current form. While the advertiser respectfully disagreed with the view that the ad contravened the Code or the Guidelines, it indicated that the concerns raised would be taken into consideration for future advertising.
Decision:
Council appreciated the advertiser’s response, and considered the complaint together with the advertiser’s response.
Council agreed with the complainant that the advertisement depicted unsafe driving practices and showed a disregard for public safety. The portrayal of vehicles racing through a forested area at high speed, combined with potentially dangerous actions, was found to normalize and glamourize reckless driving. Council member were also of the opinion that the opening tagline conveyed an overall impression of encouraging careless behaviour, which reinforced the depiction of dangerous practices.
For these reasons, Council unanimously concluded that the advertisement contravened Clause 10 (Safety). With respect to Clause 14(b) (Unacceptable Depictions and Portrayals), a majority of Council members concluded that the ad appeared to encourage and exhibit obvious indifference to unlawful behaviour. However, a minority could not come to the conclusion that Clause 14 was contravened, noting that it was not entirely clear whether the driving occurred on public roads.
Infraction:
Clause 10 and Clause 14(b)
