Advertising News

A New Zealand health campaign designed to help curb hepatitis C has been censored after one of its advertisements showing people raising the middle finger was deemed too offensive to air.

The campaign included videos, outdoor posters and online material featuring actors raising their middle finger to another person, while smiling. The advertisement then goes on to show an actor having his middle finger pricked for a blood test, to determine if he has the blood-borne virus.

But the Advertising Standards Authority has upheld a complaint describing the advertising imagery as deeply offensive. While the complaints board agreed that those watching the advertising were likely to understand that there is an easy finger prick test to determine if you have been exposed to hepatitis C and a new effective treatment, meaning you can say 'Fuck you' to hep C', the context would be missing for most people who were likely to only focus on the hand gesture.

The gesture was one of the most offensive gestures you can give to another person and always has negative connotations, the board said, disagreeing with the advertiser that the smiling faces of the characters mitigated any aggressive intent. It agreed the advertisement used an indecent and offensive hand gesture, and was a breach of standards.

The middle finger photograph has been removed from the main campaign image in favour of a double thumbs up, but the YouTube clip remains online, and the middle finger imagery is still featured on the campaign's website.

Malaysia's Film Censorship Board (LPF) had sent a notice to two local TV stations instructing them that undergarments should not be shown regardless of it being worn by a model or a mannequin. The reason given was that any indecent visual displays, including advertising 'undergarments' will still offend the community.

A letter from the censors said:

The home ministry is of the view that the aforementioned content advertising innerwear is inappropriate to be shown for general viewing... and all broadcasts similar like this should be discontinued immediately.

Anna Har, co-founder of the Freedom Film Network, said the decision was unfortunate and yet another example of needless censorship in Malaysia. She said:

Since when are undergarments such an offensive item? They've been sold in pasar malams and supermarkets for years, this isn't pornography we're talking about.

Snickers in Spain has pulled a controversial TV advert after complaints from a few people who considered it homophobic'

The advert is one of a long running series showing strange characters getting back to normal after eating a Snickers.

In this case the strange character was the rather effeminate Spanish influencer Aless Gibaja who transformed into a regular masculine guy with a beard and low voice.

The video went viral this week, with some calling for a boycott of Snickers over homophobia, presumably because the masculine guy was depicted as an improvement on the effeminate guy.

The State Federation of Lesbians, Gays and Bisexuals tweeted:

It is shameful and regrettable that at this point there are companies that continue to perpetuate stereotypes and promote homophobia.

Spain's equality minister, Irene Montero, also joined the criticism:

I wonder to whom it might seem like a good idea to use homophobia as a business strategy.

Our society is diverse and tolerant. Hopefully those who have the power to make decisions about what we see and hear in commercials and TV shows will learn to be too.

On Thursday, Snickers Spain said it was deleting the advert and apologised for any misunderstanding it may have caused. The company said:

In this specific campaign, the aim was to convey in a friendly and casual way that hunger can change your character. At no time has it been intended to stigmatize or offend any person or group.