BUT when I walked into my local shopping centre to be confronted with a poster ad of a totally nude lady I was livid! I sent this letter in... I didn't hold back:
I am a mother of two young boys and have shopped at Westfield for the past 9 years.
I have three serious complaints to make about the inappropriate presentation
of advertisements and music at Westfield.
1. the Coca-cola advertisement on the board near Woolworths and pie shop of
a passionate kiss. Steamy hot kisses aren't appropriate!! I was really appalled
when I saw this and continue to be. Children see this and think it's ok to
kiss each other like that. It lowers the level of accepted (among their peer
groups) physical contact. It's showing us that since it's public it's ok
to do at any age. WRONG.
2. The new advertisement that has a NUDE poster of the biggest looser trainer.
WHAT THE HECK IS THAT ALL ABOUT!?! This isn't some sleezy back alley shop
with an Adults only sign, it's a GENERAL PUBLIC AREA. This goes beyond
acceptable and is nothing more than porn. Seriously! Having my 3 and 5 year old
boys look at a poster of a naked woman signals to them that it's ok to see
pictures like that. It's immoral and NOT G RATED.
3. I understand you have to appeal to all audiences when playing music but
"I wanna sex you up" is not appropriate shopping mall music.
So far with the heated kiss, naked body and music lyrics (which they DO pick up
and notice) I have no desire to shop at Westfield.
There are codes on television. So where are your codes of conduct?
I can only assume you were getting alot of money for those ads. I'm fuming.
So after a few emails back and forth, one claiming they weren't responsible for those ads as they're managed by someone else. They promised to give the feedback and follow up.
This is the final response I got:
I just wanted to let you know that all the Biggest Loser posters have been removed from the Centre entirely and we are in the process of removing the Diet Coke campaign.
The company who manages the advertising have taken on board the feedback. When it comes to advertising creative they do try ensure that all campaigns comply with the Australian advertising standards.
If you would like, you could also refer your complaint to the Advertising Standards Bureau (ASB) via the ASB website.
So off to the ASB I go to make sure they at least hear what I, as a consumer, Mother and member of society have to say. It didn't hurt the last time I did.
Good result! I urge you all to stand up for the innocence of our children and for goodness. Just one email made a real difference. A small victory, but worthwhile.