Complaints and Bans
Despite the Hyundai Restless ad’s popularity in NZ, there were concerns expressed about the role modelling being shown in the ad. New Zealand’s Advertising Standards Complaints Board considered 71 complaints relating to the ad’s portrayal of underage driving. The Board dismissed the complaints in September 2006, allowing that the commercial was clearly in the fantasy genre and was not shown during children’s programmes.
Australia’s Advertising Standards Board was not as forgiving however, announcing on February 22 the decision to ban the Hyundai TV ad from Australian screens. The Board had determined that the advertisement, which has so far attracted more than 80 complaints from members of the public, depicted a driving practice that was in breach of the law, said Advertising Standards Bureau Chief Executive Officer, Mark Jeanes.
“The Board certainly acknowledged that the notion of a toddler driving a car was unrealistic and fanciful, but under the Advertising for Motor Vehicles Voluntary Code of Practice, fantasy cannot be used when it contradicts, circumvents or undermines the Code,” Mr Jeanes said.
“Many of the complaints were from parents concerned that the advertisement would encourage copy-cat behaviour in young children and might lead to accidents,” he said.
The Board also held that the wearing seatbelts, instead of approved child restraints, was a matter of safety and a depiction which should not be encouraged.
The advertisement has been removed from air in Australia.