Sexualised advertising has a proven negative effect on children. Under pressure for tougher standards, the Australian Association of National Advertisers (AANA) released their updated Code of Ethics this week.

“Among other points, this new code prohibits the use of overtly sexual images in outdoor advertising or shopfront windows,” Australian Christian Lobby spokesperson for women and children", Wendy Francis said today. “This would be commendable if it were enforceable. A classic case in point is Honey Birdette, who have no less than 20 ads banned by Ad Standards, yet they continue to run sexualised ads in shopping malls.”

“Like them, a significant minority of advertisers flout the AANA’s self-regulation code for financial gain, knowing there is no serious consequence.

“The wellbeing and safety of Australia’s children is at stake. Families cannot trust a system of self-regulation. It is flaunted and proven to be ineffective. This new code needs to be enforceable, with fines imposed for those who ignore it."

ACL calls upon all levels of government to strengthen their enforcement of this code to force advertisers to swiftly remove or amend offending ads, and ultimately cease to produce them in the first place.

ENDS