Case Report
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Case Number
Advertiser
Product
Type of Advertisement / media
Date of Determination
DETERMINATION
0228/14
Go Health Clubs
Sport and Leisure
Billboard
09/07/2014
Dismissed
ISSUES RAISED
2.4 - Sex/sexuality/nudity S/S/N - general
DESCRIPTION OF THE ADVERTISEMENT
A woman wearing exercise shorts and cropped bra top is stood with one foot resting on the
back of a man lying on the ground. The text reads, "GO put me on top".
THE COMPLAINT
A sample of comments which the complainant/s made regarding this advertisement included
the following:
I find the ad disgusting and not appropriate for general public display - especially for my 5
year old daughter. I have gone to a gym for a number of years and I have never seen a
woman dressed like that nor have I seen a man without his shirt there. The ad is a play on
words sexualising women and fitness. I would like my child grow up thinking that sport and
exercise is good because it is healthy not because she can get more sex. The previous ad was
equally offensive, reinforcing negative ideas about body image. If this sort of ad is considered
acceptable then Australia is a sick sick society.
THE ADVERTISER’S RESPONSE
Comments which the advertiser made in response to the complainant/s regarding this
advertisement include the following:
With reference to the below complaint – we once again followed due process by providing the
imagery in advance to OOH Media – the owner of this billboard. They assessed it, taking
legal and advertising standards into consideration and they deemed it acceptable.
The message of ‘GO put me on top’ is about female empowerment. It portrays a woman in a
dominant position, stepping down on a strong male athlete. There was never meant to be a
connotation to sexual innuendo and we feel this is a long bow to draw. The woman is
wearing normal gym attire.
THE DETERMINATION
The Advertising Standards Board (“Board”) considered whether this advertisement breaches
Section 2 of the Advertiser Code of Ethics (the “Code”).
The Board noted the complainant’s concerns that the advertisement features a sexualised
image of a woman and this is not appropriate for outdoor display where children can see it.
The Board viewed the advertisement and noted the advertiser’s response.
The Board considered whether the advertisement was in breach of Section 2.4 of the Code.
Section 2.4 of the Code states: “Advertising or Marketing Communications shall treat sex,
sexuality and nudity with sensitivity to the relevant audience”.
The Board noted the advertisement features an image of a man lying on the ground with a
woman standing over him with one of her feet resting on his back.
The Board noted it had previously dismissed a billboard advertisement for the same
advertiser in case 0387/13 where:
“The Board noted that the woman in the advertisement is portrayed as being strong and fit
and that in the context of a gym, it is reasonable to expect that the advertiser uses images of
people who appear physically fit and healthy.
The Board noted that although the image is focused on her bottom, it is not a sexualised
image and she is positioned in a manner that shows her sculpted bottom and toned physique.
The Board considered that the use of the term “Tight ass” is a reference to physical fitness
and is not sexualised.”
In the current advertisement the Board noted that the woman is wearing exercise shorts and a
bra-style training top whilst the man is bare chested and no other part of his body can be seen.
Consistent with its previous determination the Board noted that it is reasonable for an
advertiser to use images of people who appear physically fit and healthy in the context of a
gym advertisement.
The Board noted that the woman is portrayed as confident and empowered and considered
that whilst she is resting her foot on the man the man does not appear to be concerned or
unhappy about this. The Board noted the complainant’s concerns that the image of the
woman is sexualised but considered that the most likely interpretation is that the woman is
physically fit and is confident with her body. The Board noted the text of the advertisement,
“GO put me on top”, and considered that the advertisement suggests that by using Go Health
Clubs women can reach the top of their physical abilities.
Based on the above the Board considered that the advertisement was not sexualised or
inappropriate for outdoor display.
The Board determined that the advertisement did not breach Section 2.4 of the Code.
Finding that the advertisement did not breach the Code on other grounds, the Board
dismissed the complaint.