The New Zealand Chinese Association and others complained to the Advertising Standards Authority (ASA) about AA Smartfuel television, radio and online advertisement, saying it was discriminating and racist.
The ad features a man called Edward who is a taxi driver and uses the AA Smartfuel card to get discounts on petrol.
The New Zealand Chinese Association said Edward was depicted as an Asian man in New Zealand who cannot speak ‘proper’ English and was in a low-skilled occupation.
“As a result, this advertisement is likely to contribute to discriminatory attitudes towards Asian people,” the complaint said…
The board acknowledged the offence caused to the complainants but did not uphold the complaints.” source NZ Herald
We think the ad perpetuates and entrenches racial stereotypes, it also makes fun of a racial minority (try to imagine this ad with a Maori or Samoan taxi driver) but apparently this is ok in New Zealand. What do you think?
Would a similar ad be shown in the UK, Australia, or the US and be accepted?
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