Advertising watchdog backflips, bans MLA's controversial religious lamb ad

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This was published 6 years ago

Advertising watchdog backflips, bans MLA's controversial religious lamb ad

By Broede Carmody
Updated

The advertising watchdog has backflipped on its decision to give a controversial lamb ad the green light.

The Advertising Standards Board had initially ruled Meat & Livestock Australia's ad featuring the Hindu god Ganesha wasn't discriminatory because it was lighthearted.

However, an independent review has overturned that decision despite the ad no longer airing on Australian television. The review found MLA gave "insufficient weight" to the views of people likely to be offended by its content.

In September, the Hindu community had called on the ad to be banned. The Indian government also lodged an official diplomatic complaint over the marketing campaign.

Meat & Livestock Australia stirred controversy with its depiction of Hindu deity Lord Ganesha, a vegetarian, in the ad for lamb.

Meat & Livestock Australia stirred controversy with its depiction of Hindu deity Lord Ganesha, a vegetarian, in the ad for lamb.Credit: YouTube

While the advertisement did include other deities such as Buddha and the ancient Greek goddess Aphrodite celebrating lamb, Hindus said it was "ignorant" because Ganesha is a vegetarian. Adding fuel to the fire was the fact MLA's marketing campaign unintentionally coincided with the Ganesh Chaturthi festival.

It is rare for the advertising watchdog to backflip on a previous decision, with just a handful of rulings thrown out over the years. However, the MLA is one of the most complained about advertisers and is regularly targeted by the vegan community.

Last year, an ad featuring SBS presenter Lee Lin Chin was accused of vilifying people who don't eat meat. The advertising watchdog received more than 700 complaints relating to the short clip, earning it the title of the most complained-about ad of 2016.

An MLA spokesman said while the company respects the Advertising Standards Bureau's decision, it is also "disappointed" by the latest ruling.

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The ad, labelled "ignorant and insensitive" by the Hindu community, has been banned following a review.

The ad, labelled "ignorant and insensitive" by the Hindu community, has been banned following a review. Credit: YouTube

"The campaign, which has now concluded, sought to promote the value of unity and inclusivity," he said. "There was never an intention to offend, rather we wanted to ensure that we were as inclusive as possible.

"To this end, those religions that don't typically eat red meat are not shown consuming lamb in the advertisement, but are still invited to the table. Like previous lamb campaigns, this latest one again sought to bring people together, regardless of beliefs, to share a meal and be unified."

MLA's latest advertising blitz is due to hit television screens in January.

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