Magnum ice cream ad cleared of 'promoting lesbianism during family time'

By Jacob Polychronis

An ad for Magnum ice cream has been cleared by the Advertising Standards Board after a complaint was received because it promoted "lesbianism during family time". Photo/YouTube/Magnum Ice Cream
An ad for Magnum ice cream has been cleared by the Advertising Standards Board after a complaint was received because it promoted "lesbianism during family time". Photo/YouTube/Magnum Ice Cream

An ad for Magnum ice cream has been cleared by the Advertising Standards Board after a complaint was received claiming it promoted "lesbianism during family time".

The ad is part of Unilever's "Pleasure is Diverse" campaign and shows a woman preparing for her wedding day, before walking down the aisle to meet her wife-to-be, according to Daily Mail.

In the video, the two women meet each other at the altar and hold hands while they are wed.

They then share an intimate kiss as the crowd applauds, before leaving for the reception where they share a Magnum together.

A complaint to Unilever about the ad said: "Promotion of lesbianism during family viewing time.

I know this will not be taken seriously as ramming this down our throats now happens daily."

Unilever rejected the complaint, according to Mumbrella, by saying the ad fell within community standards "which treat gender and sexual preference fairly, impartially and tolerantly".

"Consumers viewing the advertisement are not being prejudiced or treated or portrayed unjustly or unfairly by the imagery in the wedding scene," Unilever told the ASB.

"The advertisement, in particular the wedding and kissing scene, is not portrayed in a humorous over-the-top way, it was filmed in a cinematic way and shows a serious depiction of a wedding ceremony."

The ASB considered the complaint, however ruled that the ad was not in breach of any code.

In the video, the two women meet each other at the altar and hold hands while they are wed. They then share an intimate kiss as the crowd applauds. Photo/YouTube/Magnum Ice Cream
In the video, the two women meet each other at the altar and hold hands while they are wed. They then share an intimate kiss as the crowd applauds. Photo/YouTube/Magnum Ice Cream

"The Board noted that the advertisement depicts a same sex marriage which is not currently legal in Australia, but considered that it is not the board's role to say whether a particular issue or scenario can or should be depicted in an advertisement," the ASB said.

Issues of sex, sexuality and nudity were treated with sensitivity to the audience, the ASB said.

Unfortunately the video can not be seen on YouTube in New Zealand, but you can click here to see it in the Daily Mail's original published article.

- Daily Mail

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