TVNZ apologises after 'highly inappropriate' ad screens during Louise Nicholas telemovie

Michelle Blundell as Louise Nicholas in the telemovie 'Consent' that screened on a TVNZ channel in late 2014. Photo / Supplied

A senior staff member at TVNZ called victims' rights advocate Louise Nicholas to apologise after the state broadcaster inadvertently aired an ad for condoms during the screening of a telemovie about her life.

The ad received the most complaints to the Advertising Standards Authority last year. Thirty-seven people raised concerns about its placement during Consent: The Louise Nicholas Story.

Nicholas told the Herald on Sunday this week the ad's placement was "highly inappropriate". But she was pleased with TVNZ's response. A senior staff member was among those who called to apologise.

"It was in extremely poor taste. But TVNZ came back and apologised profusely, and I even got a phone call from the big kahuna. I can't remember his name but he'd seen it while he was watching with his wife. He felt sick about it and I felt so sorry for him."

TVNZ spokeswoman Lenska Papich said the broadcaster accepted responsibility and immediately apologised. Processes were reviewed as a result and the authority ruled the complaint was settled based on the self-regulatory action taken by TVNZ.

No one from Skyns, the condom brand, could be contacted for comment.

Nicholas, who was named the Herald's New Zealander of the Year in 2007 and became an Officer of the New Zealand Order of Merit for services to the prevention of sexual violence this month, is an advocate for victims of sexual violence.

Louise Nicholas was given an apology phone call by a senior staff member at TVNZ. Photo / Mark Mitchell

Nicholas alleged she was raped by police officers as a teenager which resulted in criminal trials. Three were acquitted of rape but one officer was jailed for attempting to obstruct or defeat the course of justice.

The Burger King "bully" ad was the next most complained about advertisement, with 16 people upset at the use of a stereotype of an intimidating and aggressive former prisoner. Burger King removed the ad.

Ads for the fast food giant made up three of the five most complained-about advertisements.

The findings were included in the Advertising Standards Authority's annual report. The authority received 871 complaints last year, ten per cent more than the year before.

Of those, 58 per cent were upheld.

Authority chief executive Hilary Souter said although complaints were up, the increase was not significant.

"It fluctuates and there's no particular rhyme or reason."

Top five most complained-about ads in 2014:

1. Placement of Skyns condoms ad during Consent: The Louise Nicholas Story. Thirty-seven complaints. TVNZ apologises and changes processes.

2. Burger King bully ad. Sixteen complaints about stereotyping an ex-prisoner as intimidating and aggressive. Burger King removes ad.

3. Contact Energy's ad showing kids playing with puppets. Fifteen complaints about child actors discussing pregnancy, breastfeeding and homosexuality. Not upheld.

4. Burger King's crazy deal ad. Twelve complaints that a man shown talking to himself was distasteful and discriminated against the mentally ill. No grounds to proceed.

5. Burger King babushka bride ad. Ten complaints about a young, Russian wife of an elderly, oxygen mask-wearing husband asking when he was going to die. The ad was removed by Burger King as a result of the complaints.