Radio jingle complaint upheld

The Advertising Standards Authority has upheld a complaint against a radio advertisement featuring a child-like cartoon voice singing a jingle which used the word "bitch".

The radio ad for Hampsta NZ Ltd featured a jingle, which said: "Christmas is supposed to be the best day of the year but all I got last Christmas was a clip around the ear (ow!)."

Nobody actually complained about this part of the ad, especially in the wake of the anti-smacking bill, but the part which caused offence said: "Now when we get to Christmas life won't be a bitch".

A complainant to the ASA said they were "shocked" to hear the word "bitch" in the advertisement on Easy Mix.

"I don't think that is appropriate language for an otherwise very pleasant radio station.

"My son is two-years-old and is picking up language like a sponge, and while I accept that he will pick up swear words from his peers at daycare and other activities, he does not need to hear it on a radio advertisement," the complainant said.

The advertiser, Hamspta NZ Ltd, said the ad was no longer aired on any radio station.

"The reference to 'bitch' in the context of 'life's a bitch' is neither derogatory nor unacceptable. The term as used is widely accepted as an apt description of a difficult or unpleasant thing or situation."

Radio Network, which broadcast the ad, said it was aware of two issues with the ad, the first being the "clip around the ear" reference and the second being "life won't be a bitch".

"Neither The Radio Network nor Hampsta condone domestic violence in any way. We accept that this is a serious issue in the community. However, the advertisement in question is deliberately humorous; the music, the voice, the style all make that clear.

"We believe that in the context of prevailing community standards, while this Hampsta ad may be less politically correct than most, it is not likely to cause serious or widespread offence, hostility, contempt, abuse or ridicule. We believe that the tongue-in-cheek intent and satirical context is clear."

The ASA ruled it was not appropriate to broadcast the word "bitch" in the ad, particularly as children could hear it and repeat it.

- NZPA