ASB rejects complaints on ‘sexist’ and ‘racist’ lamb ad against white Australian men [VIDEO]
The Advertising Standards Board of Australia has rejected complaints that a Meat and Livestock Australia (MLA) ad is discriminatory and offensive. The Board has received several complaints about the ad, which claimed that it was sexist and racist towards the white male population.
The “You Never Lamb Alone” ad, which celebrates diversity in Australia, features different faces from different races, religions, backgrounds and sexual orientations enjoying lamb barbeque together. It also includes famous personalities, such as Olympian Cathy Freeman, Greek-transgender comedian Jordan Raskopoulos, Bengali-Australian actor Arka Das, Rugby League player Greg Inglis and model Samantha Harris.
It appears to be an all-inclusive commercial that celebrates every Australian. However, the Board has received several complaints from people who claimed the ad was sexist and racist against white men.
They took offence particularly at TV presenter Luke Jacobz’s line, which says, “I’m here to address concerns that too many perky white males are contributing to the lack of diversity on our screens.” Jacobz is then replaced by Arka Das on screen.
One complainant claims, “Racism. I’m anti-racist no matter what race is being vilified including white people. This advertisement clearly states ‘too many WHITE people’ in its commercial which is highly offensive. ... I found this advertisement offensive in the racist manner it portrays a young white male and those of Caucasian descent generally.”
Another reads, “I object to the slander that infers that white men contribute towards a ‘lack of diversity’ which was completely offensive to my family, particularly my father, brother, husband and son! Is it ‘diverse’ to completely remove one in favour of another?”
The MLA has responded to the complaints, saying that Jacobz’s line was a light-hearted attempt at irony. Jacobz is a white Australian male and a well-known TV presenter who hosted “The X Factor Australia” in the past. His statement in the ad is “simply a nod to the common criticism that Australian television lacks diversity.”
There were also complaints on a scene in which Das welcomes “people of colour” to the barbeque and pointing out to people of various skin tones, including a woman in fake tan.
“The scene is clearly humorous and supports the overall message of tolerance. There is no suggestion that those present in the scene are denigrated,” MLA argued.
ASB has agreed with MLA. It ruled that the advertisement did not breach Section 2 of the Advertiser Code of Ethics, which requires that “advertisements shall not portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of race, ethnicity, nationality, gender, age, sexual preference, religion, disability, mental illness or political belief.”
The advertising watchdog noted that the ad’s scenes and overall tone were intended to be light-hearted and which draw attention to the issue of lack of diversity on Australian television in a humorous manner.
“The Board considered that the advertisement did not portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of race or gender,” the Board concluded.
Watch MLA’s ‘You Never Lamb Alone’ ad
This is not the first time MLA has received complaints for its advertisement. Its Australia Day campaign in January was claimed to be racially insensitive and violent towards vegans. ASB has also cleared the ad.
