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Australian advertising body targets 'white people' to highlight ad codes

The Kinder Conditions campaign by industry body Ad Standards

Australia’s advertising industry watchdog, Ad Standards, has launched a “provocative” campaign to draw attention to sexism, racism and other issues in advertising.

The campaign, which is running across TV, newspapers, radio and outdoor aims to generate awareness of the advertising codes while showcasing how the majority of marketing messages portray sexist gender stereotypes and fail to reflect the multicultural population.

The ‘Kinder Conditions’ ads feature lines such as “This ad is for white people only”, “If you’re a woman don’t bother reading this ad” and “This ad is brainwashing your children”.

Fiona Jolly, CEO of Ad Standards, said the campaign aims to remind Australians that discriminatory and offensive advertising is prohibited while advocating for positive social messaging in advertising.

“The advertising Codes are in place to achieve a greater good for everyone, protecting the nation with standards that reflect society’s values across wide-ranging social issues".

“Australians may not be aware that certain codes exist which is why we have set about bringing them to the forefront – it’s not because we get a lot of complaints about them. If the public has concerns about these issues, they can raise them and Ad Standards will act on behalf of their concerns.

“The fact is, while the advertising Codes set high standards, we can encourage brands to exceed these to create positive change in the world. The public should be aware of the standards in place and be encouraged to value socially progressive advertising,” said Jolly.

As part of the campaign, Ad Standards is encouraging the public to nominate ads which promote social good by breaking gender stereotypes, increasing diversity and social inclusion, promoting healthy food, safe driving, responsible marketing to children and transparency in advertising.

The campaign was created by Loud Communications.

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