Billboard most complained about ad of '08: ASA

Advertisements poking fun at God, using sex to sell and promoting racist stereotypes were acceptable in 2008. Yeah, right.

A religion-related Tui beer billboard was the most complained about ad in 2008, the Advertising Standards Authority (ASA) annual report said.

"Let's take a moment this Christmas to think about Christ...Yeah Right - Tui" went to No 1 on the ASA 2008 hate list, with 86 complaints, saying it was offensive to Christians, as was the alcohol-religion link.

Tui also brewed up a fight with "Sure, I've got ten minutes to talk about Jehovah" billboard, ninth on the complaints top 10.

Dominion Breweries withdrew the Christmas ad, after howls of outrage. The "Jehovah" ad was not regarded by the ASA as likely to cause serious or widespread offence.

Tui bumped Hell Pizza from No 1, after the fast food company cooked up the most complained-about ads in 2006 and 2007.

Hell Pizza, which in late 2007 split from advertising agency Cinderella, only managed No 10 in 2008, with its "$25 Hot as Hell" direct mail ad.

That ad promised a Thai massage with one of its pizzas, if the offer was redeemed in Thailand on the day of purchase.

The ad showed a photo of a young Thai woman in high heels and a bikini, which 16 complainants said invoked prostitution and was a racial slur to Thais.

Racial slurs also featured in the second most complained about ad of 2008, with 73 moved to complain about a Skins sportswear ad.

The ASA complaints board upheld those complains, saying the ad would cause offence with its racial stereotype that African-Americans were "warriors" with" killer mentality".

Hell Pizza's 2006 "Lust Pizza" random mail out remained the most controversial ad in ASA history. It attracted a record 685 complaints after condoms were sent to random letterboxes.

The complaints were upheld.

In 2008, there were 1246 complaints about 703 different advertisements, up on 1160 and 668 in 2007. Of those, 314 were found to have substance, 92 were upheld, 71 settled, and 151 not upheld.

Television ads attracted the highest number of complaints (35 per cent of the total), with misleading advertisements the most complained about (38 per cent).

The 10 most complained about ads of 2008:

1. Tui Beer, billboard. "Let's take a moment this Christmas to think about Christ...Yeah Right - Tui". (86 complaints). Settled, when withdrawn by advertiser.

2. Brandex Adventure Sports Ltd, television. Skins sportswear, touting the physicality of African-American athletes, saying they have a "warrior" mentality and "killer instinct". (73). Upheld, racial stereotyping.

3. Alcohol Advisory Council of New Zealand, television. A drinking "Uncle Mark" grabs a young boy, swinging him into furniture on an "aeroplane ride". (68). Settled, when advertiser and broadcasters resolved to show it only after 8.30pm.

4. New Zealand First, direct mail advertisement. A NZ First flyer said an anti-John Key site had been set up in the name of the ad's recipient. (43). Not upheld.

5. Advanced Medical Institute, billboard. "Want long-lasting Sex?", ad for nasal medication to battle premature ejaculation. (38). Upheld, did not meet due sense of social responsibility.

6. Sky Television, billboard. An ad for a Sky television programme stated, "all business considered, even from Jews". (27). Settled, advertisement removed and an apology published.

7. Beds R Us, television. A couple searching for the perfect bed are shown kissing passionately, then the female, clad in underwear, straddles the male. (23). Settled, ad replaced after complaints that sex was being used to sell.

8. Fonterra, television. In an Anchor trim milk ad, a child tells his mother "you're fat", then adds, "yeah mum, you're not fat. Nana's fat". (18). Not upheld, light-hearted and unlikely to cause offence.

9. Tui Beer, billboard. "Sure, I've got ten minutes to talk about Jehovah". (16). No grounds to proceed, did not meet the threshold to cause serious offence.

10. Hell Pizza, direct mail. `$25 Hot as Hell" ad showed a photo of a Thai woman in high heels and a bikini, promising a Thai massage, if the offer was redeemed in Thailand on the day of purchase. (15). No grounds to proceed, as it did not meet the threshold to breach the Advertising Codes.

- NZPA