ASB dismisses a complaint against ‘homophobic’ Brokescrap Mountain billboard
The Ad Standards Board has dismissed a complaint a Sydney scrapyard’s ‘Brokescrap Mountain’ billboard was homophobic but upheld another complaint against a Wicked Campers internet ad and an ad for e-cigarette brand Vaporfresh.
A complaint against the St George Metal Recovery billboard claimed: “This advertisement implies that Brokeback Mountain is gay (alluding to the film) and suggests that their service is “straight up”, implying that being ‘gay’ is bad. I find this incredibly offensive and homophobic.”
However, the scrap yard replied saying Brokescrap Mountain is a registered name for the business, adding it was not implying being gay is bad.
The scrap yard has had a previous complaint upheld by the ASB, with the board upholding complaints arguing a billboard which featured a woman in a bikini was exploitative.
they had me at ‘erection’
The scrap yard billboard is in very poor taste, it’s a direct ‘dig’ at being gay and should have been up-held as offensive. Difficult to understand why anyone would do this.
I love how in both instances in reporting on my billboard advertisements, mumbrella has not once ask asked me for comment.
Any ways, one of the things I would like to point out, The last billboard complaints for the bikini girl were upheld and not dismissed. Mumbrella should know this as they reported on this and were quite critical of my company remember the bikini girl billboard with black censored labels?
Hi Adrian,
Thanks for pointing that out, I have amended the story.
We just cover off the reports by the ASB and do not reach out for comment from the companies involved.
Cheers,
Miranda – Mumbrella
Let the market decide – if an ad offends, it will damage sales.
They’ll change their tune.
This is not the role of unelected, unaccountable, self-important, puffed-up bureaucrats.
By the way, the mocking tone is not “homophobic” – it’s homomisiac.
There’s a difference between fear (homophobic) and disliking (homomisiac).
One does not imply the other.
Another complaint upheld against Wicked Campers? They don’t care. They keep doing it and the ASB is powerless to do anything. Over 56 complaints. Nothing changed.
Toothless dog.
Haha Adrian. You should have pointed out that you have a gay brother, which would be the ultimate proof you are not homophobic lol