Pin-up children

It dismisses most of them and labels those who dare complain as wowsers. At least we’re giving them a laugh. An ASB member once wrote in an ASB publication, “Keep your letters coming. This is democracy in action and also very amusing.”

But it’s really not that funny because the ASB is actually allowing the spread of sexist attitudes. Pin-ups which would be an offence if displayed in a workplace, are routinely plastered all over the public space in giant billboards and the ASB’s most common response is “complaint dismissed”.

Dr Lauren Rosewarne, in her book, Sex in Public: Women, outdoor advertising and public policy, writes, “… the ASB’s routine dismissal of complaints does mould community standards. The increasing number of sexist advertisements shown, compounded with the small number ever withdrawn, works to give the impression that sexist advertising is tolerable.”

The committee recommend pre-vetting of advertisements for advertisers unsure if their ad might go too far. Those poor, confused, “stronger-longer-donga” people and the creators of Nandos pole dancing G-stringed mother didn’t know what they were doing?

How many advertisers, in an industry pushing boundaries to attract controversy, will take this one up? About none. Even when a complaint against them is upheld, their campaign has often run its course anyway.

Also in the realm of “you can’t be serious”, was the committee’s citing of Dolly’s publishers who said, “[In general the] … limited number of complaints [received] indicates that the vast majority of consumers have no concerns around their current ability to choose age-appropriate publications”.

No it doesn’t. All it tells us is that tween girls mostly don’t write letters to magazine publishers to complain about inappropriate content - they probably don’t write letters of complaint to anyone really. It’s like, not really what girls this age do.

Speaking of inappropriate content, a recent issue of Dolly contained a section entitled “OMG my boyfriend wants me to …”, followed by three sexual acts - “Give him ‘head’”; “Have anal sex” and “Give him a hand job”.

Does Dolly tell dear reader that she can refuse such demands? No. Does it suggest this could be a crime? No. Does Dolly propose a new boyfriend who respects her wishes if she doesn’t want to give head, anal or wristies? Again, no.

They just give a clinical description of each, with no advice at all apart from using “protection”. What about protection from boys or men who want to use her?

The committee recommends that publishers consider providing reader advice on covers, indicating content that may be inappropriate for certain ages. It will interesting to see if they take that up. Regardless, content that throws girls to the wolves, still needs to change.

The committee has not given proper expression to massive community concern.

Social responsibility has to mean more than this. The inquiry report had an opportunity to shape a better society. It failed.