EXAMPLE 1: Volkswagen ad banned for potentially presenting harmful gender stereotypes
Complaints said the ad showed men engaged in adventurous activities but the female rock climber was “passive” because she was asleep, and the woman with the pram was depicted in a stereotypical caregiving role. Volkswagen said its ad was not sexist and that caring for a newborn was a life-changing experience about adaptation, regardless of the gender of the parent depicted.
Section 4.9 under ASA reads: “Marketing communications must not include gender stereotypes that are likely to cause harm, or serious or widespread offence.” Per CNN’s report, three complaints were levied against this ad, which we have embedded at the top of this article for you to watch.
This would be considered over-regulation because of how small this issue is. According to ASA, the gender stereotype of a mother taking care of a baby is seen as harmful, however, these jobs exists and people shown in the ad exists. It is not promoting anyting harmful. Using Volkswagen's arguement, the ad is seen to embrace these activities. THis pushed the company into increasing its diversity, further satisfying corporate's interests for wanting further diversity and other ideologies they follow.
Another Volkswagen ad was also removed due to many complaints from viewers, calling the ad racist for using a certain signature that could be interpreted as 'white power.
EXAMPLE 2:Dragged Across Concrete
Although the film was not cut and not regulated or banned, the film didn't recieve the distribution it needed to be successful since there are scenes that goes against corporate interests. Lionsgate did not advertise this film enough to reach a wider audience.
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The Human Centipede 2
Originally banned due to highly explicit sexual violence, graphic forced defecation, and potential obscenity. The film was given an official age certificate of 18 by the BBFC on 6 October 2011 while the distributors agreed to make 32 cuts (two minutes and thirty-seven seconds) prior to release.