...Says the Australian Advertising Standards BureauBy Lindsay Bennett: Husbands can no longer be “degraded” or “vilified” in advertising, according to the latest ruling by the advertising watchdog.
In a case against a radio spot from Allpest, the Advertising Standards Bureau (ASB) said the ad discriminated against husbands on the basis of gender and therefore the complaint was upheld, setting a precedent for future advertisers.
The ad featured a customer calling Allpest and asking several questions regarding the type of pests they get rid of, including asking “what about my husband?” A voiceover states that Allpest don’t ‘do husbands’ but they do get rid of almost any other type of pest.
The complaint made about the spot says: “Gender stereotyping where the caller asks this company (presumably) if they 'do husbands'. Would it be any more or less acceptable if the caller asked this company it ‘they did wives’ as opposed to husbands. I suspect it most certainly would not be.”