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Product: Leisure - Greyhound Racing
Advertiser: Kilcohan Park/Beat 102-103/Waterford IT
Codes:ASAI Code 6th Edition: 2.16, 2.17, 2.18
The radio advertising for an upcoming event at Kilcohan Park Greyhound Stadium featured two men having a conversation about the event.
Male 1: Would you look at the dog over there?
Male 2: What? Man, you can’t talk about her like that. I think she looks grand, y’know.
Male 1: Nah, don’t mind her. She is a dog. I’m talking about the greyhound behind her. She’s a fine breed.
Male Voiceover: The first ever student race day is coming to Kilcohan Park Greyhound Stadium. October 22nd. Dave Cronin on the decks. Best-dressed ladies and gents prizes. Finger-food and race card. Tickets are selling fast at €15 and available from W.I.T. Students’ Union at Cork Road and College Street.
The complainant considered the advertising to be offensive to women in referring to a woman as ‘a dog’.
Beat 102-103 responded on behalf of all three entities involved in the advertising. They said that the advertising in question had clearly focused on the greyhound, with the conversation between the two men centred on the dog i.e. the greyhound. They said that they had never directly referred to a woman as a dog and the reference to “she is a dog” was in reference to the ‘greyhound’. They also said that when the advertisement was listened to its entirety it was obvious that it was created to highlight the first student race day at Kilcohan Park Greyhound Stadium.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They considered that the reference to “I’m talking about the greyhound behind her” indicated that the entire focus was not on the greyhound as specified by the advertisers. They considered therefore that the advertising was demeaning to women and in breach of Sections 2.16, 2.17 and 2.18 of the Code.
The advertisement should not run in its current form again.