Does this Hyundai ad deserve to be banned? Australia says yes. Photo / Supplied
Australian authorities have banned a popular New Zealand-made television advertisement showing a toddler behind the wheel of a four-wheel drive.
Australia's Advertising Standards Bureau (ASB) said today it pulled the ad for Hyundai's Santa Fe 4WD after more than 80 viewer complaints.
The ad was voted most popular
in New Zealand by Fair Go viewers.
Chief executive of the ASB, Mark Jeanes, said the ad depicted an illegal driving practice.
"The board acknowledged that the notion of a toddler driving a car was 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 in releasing the decision.
"Many of the complaints were from parents concerned that the ad would encourage copy-cat behaviour in young children and might lead to accidents."
The board also found that the fact the toddlers were wearing seatbelts -- instead of approved child restraints -- also breached safety recommendations.
The ad shows a toddler, wearing a nappy, driving the 4WD and picking up his toddler 'girlfriend' who is hitch-hiking. They drive over the sand dunes and park on the beach before the boy takes to the waves on a surfboard.
The voiceover ends: "Hyundai Santa Fe, the next generation is here."
Hyundai spokesman Richard Power told the Daily Telegraph the ad was aimed at adults and while it had a PG rating it was aired during the adult time slot of 8.30pm to midnight.
"Its blatant fantasy is the foil for the literal liberties taken in the driving sequences," Mr Power said.
The decision drew widespread criticism on the Daily Telegraph website today.
"Funniest ad on tv. How sad -- once again the power of the whingeing minority," one respondent wrote.
Another said: "I have a two-year-old son and as a parent it is my responsibility to ensure my child is safe -- not the ASB. Let's get real, good ads are so few and far between."
It's not the first time this year that advertising standards have differed on either side of the Tasman.
In January, Auckland International Airport officials banned a billboard featuring Australian model Jennifer Hawkins wearing lingerie, clutching a stuffed rhino with the caption: "Feeling horny?"
The airport's general manager retail Nick Forbes explained at the time the ad wasn't in keeping with "general airport image and brand."
- NZPA
