Rugby baby gets pass

A billboard which showed a screaming newborn with its face apparently painted in Auckland rugby colours has been cleared by the Advertising Standards Complaints Board.

The billboard was part of an advertising programme to promote the 2002 National Provincial Championship season.

A complainant sought the withdrawal of the billboards because of concerns the child pictured had been deliberately distressed, or allowed to be distressed, in order to exploit images of it.

Canterbury International said the baby's father took the photo at the birth. Blue and white stripes that appeared to be on the child's face had been placed digitally on the image.

The board said it was satisfied the infant had been neither wilfully mistreated nor deliberately distressed.

It ruled the advertisement had been prepared with a due sense of social responsibility.

But the board upheld a complaint about a billboard showing a blonde woman in red lingerie and the caption "Virgin Mary", with a line through the word "virgin".

A complainant said that to a Christian, the advertisement was extremely offensive.

Advertiser GB Ela apologised for any offence caused and said the billboard had been withdrawn.

The board found it was likely to cause serious offence.

- NZPA