The Advertising Standards Board Australia, the country’s ad watchdog, has ultimately rejected a viewer’s complaint that a new cereal add featuring a same-sex kiss has caused permanent psychological damage to their 7-year-old son.
Titled “Own It,” the commercial for Kellogg’s Special K stars a diverse group of women and includes two ladies who are seen briefly kissing at a party.
Upon viewing this, one viewer became jolly cross indeed, writing the following inchoate complaint to The ASB:
The add [sic] was ruined where it showed two women kissing.
“Why it did one can only wonder perhaps it was trying to support a particular agenda (eg desensitizing the public) however regardless, that physical act doesn’t have anything to do with a breakfast cereal product that anyone in our society might choose to purchase and enjoy.
“The ad should consider the well being of the younger generations of children and families as well as everyone else.
“I object to the kiss. Must we have the lesbian message shoved in our faces all the time. My 7 year old boy doesn’t need that happening in his lounge room.
“The ad was shown during family viewing time and included two women kissing as a couple in an attempt to normalize this behavior.”
Here’s the company’s response:
Kellogg acknowledges that there may be some members of the public that will be offended by a scene depicting two women kissing.
“We respectfully submit that whilst some individuals may be offended, the advertisement does not depict the scene in a way that vilifies a person or section of the community, including on account of religion or sexual preference.
“A scene briefly portraying two women kissing, in the context of an advertisement that celebrates the reality of female diversity, cannot be regarded as discriminating against or vilifying consumers with religious or other beliefs in a manner contrary to the AANA Code.”
The ASB also dismissed the complaint:
The Board noted the complainants’ concerns over the depiction of two women kissing one another.
“The Board noted that this scene is very brief and considered that the overall tone of the advertisement is of women behaving confidently and there is no undue focus on this particular scene, which is very fleeting.”
Watch it for yourself below.