Health and safety

Advertising must not depict, encourage or promote behaviour that the general community would consider unsafe or unhealthy.

Section 2.6 of the AANA Code of Ethics states:

Advertising shall not depict material contrary to Prevailing Community Standards on health and safety.

Issues covered by Section 2.6 of the Code of Ethics include:

  • drug and alcohol use
  • smoking
  • bullying
  • Content which could be damaging to mental health
  • body image
  • unsafe driving and cycling
  • unsafe behaviour and practices inside the home, at work and outside
  • high-risk behaviour
  • unhygienic behaviour.

For more detail and guidance on the depiction of health and safety in advertising read the AANA Code of Ethics: Practice Note.

Visit our education page to learn more or view a case study for health and safety here.

Examples of previous decisions
Drugs

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
The depiction of cartoon characters or real-life people consuming drugs.Wicked Campers – 20202021
The insinuation of smoking drugs.Afends Clothing – 2022

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Vague references to drugs or imagery of drug paraphernalia where the advertising content does not explicitly show the paraphernalia in relation to drugs, portray illicit substances or discuss the use of drugs.Radio Metro 105.7 – 2019
Community awareness advertising that references and depicts some drug paraphernalia and usage in the context of messaging relating to drug and alcohol support services.Amity Community Services Inc – 2022
Smoking

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Showing cigarettes or smoking paraphernalia in a positive light.Honey Birdette – 20222022
Afends Clothing – 2020
Wicked Campers – 2020
Drinking

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Promoting or depicting unsafe or excessive drinking behaviours.NightPlan – 2021
Only Chug – 2021
Promoting drinking in situations where it is unsafe or illegal.Better Brewing Co – 2021

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Depicting people drinking, in moderation, in the vicinity of a pool or body of water or undertaking light physical activity..Carlton and Unites Breweries – 2021
Vacay Seltzer – 2021
Hard Fizz – 2020
Promoting give-aways or promotions in connection with purchasing alcoholic beverages.Schnithouse Hilton – 2021
Promoting alcohol venues or retailers which does not depict alcohol or condone or encourage excess consumption of alcohol.Southtrade International – 2020
Latitude 34 Wine Company – 2020
Woolworths Group – 2020
Ads promoting alcohol with the disclosure that customers must be over the age of 18.Grill’d – 20202020
Bullying (non-violent)

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
The depiction of a young person being cyber bullied, when not relating to the product being advertised, and with no information on where to seek help.Jalna Dairy Food – 2021
Depicting or imitating stalking.Hawkers – 2019

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
The depiction of people interacting with each other in a friendly and joking way.Huddle – 2021
Ads which suggest someone may not like someone they work with but does not show any negative interactions between the two people.Squarespace – 2021
Steel Solutions – 2021
Geeks2U – 2020
Unsafe driving

Complaints about motor vehicle ads are considered under the Federal Chamber of Automotive Industries (FCAI) Code, but ads which are not for cars but include driving scenes may be considered under Section 2.6 for health and safety concerns.

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Advertising which shows unsafe driving practices.Doordash – 2021
NT Tourism – 2021
National Australia Bank – 2020

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Not showing people wearing seatbelts if they are in a parked car where there is no suggestion they have or will drive without using seatbelts.Titan Enterprises – 2022
Ultra Tune – 2020
Weeks Building Group – 2020
When older model cars are depicted it is reasonable to assume passengers are wearing lap band seatbelts which may not be clearly visible in the ad.Menulog – 2021
The depiction of driving behaviour which may be considered ‘hooning’ where the behaviour is clearly undertaken by professional drivers in a sporting context.Repco – 20212021
Showing drivers eating or drinking, dancing or only having one hand on the steering wheel while still driving safely does not depict driving behaviour which is contrary to prevailing community standards.Telstra – 2020
Uniden Australia – 2020
Depicting someone struggling to drive a manual vehicle is not of itself unsafe.McDonalds – 2021
The depiction of someone engaging in behaviour which may be dangerous while driving, but who are clearly in a parked vehicle.Brand Developers – 2021
Station Innovation – 2021
The depiction of 4WDing in a way that is safe and responsible.Repco Ltd – 2022
The depiction of one vehicle overtaking another in a way that is safe and responsible.IAG Insurance – 2022
Unsafe behaviour

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
The depiction of unsafe actions around water.Kayo Sports – 202020202020
The use of a mobile phone at a petrol bowser is considered unsafe.OTR – 2022
Portraying a person riding a bicycle without a bell or on the wrong side of a foot path/bridge contradicts prevailing community standards on bike riding health and safety.Brisbane City Council – 202020202020
The depiction of unsafe actions on an e-bike.Flightrisk – 2025
Rig Ebikes – 2024
Fat Boy Bikes – 2024
Misuse of machinery.Repco – 2022
Woolworths Group – 20202020
Depicting behaviours which are unsafe and may be copied by children.Sax Fetish – 2021
BMW Group Australia – 2020

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Advertising which uses a gym scenario in a humorous and exaggerated manner where no-one is seen to be injuredHungry Jacks – 2020
BizCover – 2020
Advertising which raises safety concerns about behaviours which are unlikely to be copied by children.Sportsbet – 2022
Mitre 10 Australia – 2022
Bupa – 2021
The depiction of behaviour which is consistent with how a product is used in everyday situations and in unlikely to lead to injury.Amazon AU – 2022
Samsung Electronics Australia Pty Ltd – 2022
Legrand T/A HPM Electrical – 2022
Where a behaviour may result in injury but is not excessively high risk and is legal.eHarmony – 2021
Fantastical elements

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Situations which are highly fantastical and unlikely to be taken seriously by most members of the community.National Australia Bank Ltd – 2022
Supercheap Auto – 2022
BCF – 2021
Jim’s Mowing – 2021
Safety in the home

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Showing children in potentially unsafe situations in the home, which may be copied by other children or parents and result in injury.ANZ Banking Group – 2020
Ads which show unsafe practices with electricity.Volitizer – 202220222022
Subway Franchisee Advertising Fund – 2022
WISR – 2021
SOJO – 20202020
Showing people inside fridges or containers that can be locked from the outside.Audible – 2020
Betta Electrical Kingaroy – 2018
Protective gear

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Advertising showing people riding bicycles in public without helmets.Ausstech – 2023
ALDI Australia – 2019

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Ads for machinery or equipment which promote the use of protective gear and feature fleeting images of the product being used without PPE. TAFE SA – 2021
Karcher Australia – 2021
The Treasury – 2020
Global Shop Direct – 2019
Other health and safety issues

Examples of ads found in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Showing people engaging in behaviour that would breach the law relating to health or safety.NT Tourism – 2021
Crazy Domains – 2021
Referencing suicide in a way which trivialises or normalises the serious issue, and referencing suicide without providing support services information.Mood Tea – 2021
Sonus Complete – 2020
Wicked Campers – 2019
Advertising directed at young people that encourages sexting or unsafe cyber behaviour.Fachat – 2020
Using models who have been photoshoppped or are of an unrealistic body shape that is unattainable through healthy practices.Bulgari – 2022
With Jean – 2021
Yves Saint Laurent – 2021

Examples of ads found not in breach of Section 2.6 of the Code of Ethics:

SummaryCase examples
Mentioning suicide in an appropriate way.Mood Tea – 2021
Pedestrian Council of Australia – 2019
Ads for plastic surgeons.ISPA Clinic – 2022
Laser Clinics Australia – 2020
Horizon Plastic Surgery – 2020
Promoting beauty products by claiming to make a person more attractive.Kot Nails – 2021
Brand Developers –202120222022
Ads depicting people walking, standing or running on escalators where no one is put in danger.Telstra – 2020
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