A group of women targeted by an Air New Zealand “cougar” advertising campaign for the NZI Sevens event in Wellington have had their complaints about it rejected by the Advertising Standards Complaints Board.However, the decision was not unanim
A group of women targeted by an Air New Zealand “cougar” advertising campaign for the NZI Sevens event in Wellington have had their complaints about it rejected by the Advertising Standards Complaints Board.
However, the decision was not unanimous.
The advertisement, which was sent to a number of people on personally addressed emails, was headed “New Years, Cougars and Sevens Tickets” and began by greeting the named recipients with “Hi.”
It told them “Join the Grabaseat Cougar Pride at the Sevens”.
It also said “Cougars are women 35 and over who prefer their meat rare. Their prey are at least 10 years their junior. Grabaseat is looking for 60 of these exquisite creatures to join them at the sold out NZI Sevens in Wellington as our pride of cougar cheerleaders.
“All you have to do is register and upload a photo of your hunting pack (no more than 4 cougars) to be in to win tickets to the NZI Sevens.
“Grabaseat will be giving winners cougar costumes and the equipment to make enough noise to attract the attention of young males.”
It also included a link to a youtube video featuring a “cougar” in a red dress on the hunt for “fresh meat” at a “male watering hole” in the city.
Complainants took offence to the personally addressed email, particularly as the concept of “cougars” was in their view demeaning, insulting and disrespectful.
They were also surprised that Air New Zealand would randomly target database members, who appeared to fit the relevant criteria, with an offer of this nature.
But the board said that the issue of Air New Zealand filtering its database to select the recipients was not within its jurisdiction.
It said that the sevens event centred around a carnival-type atmosphere and the majority of spectators dressed up in themed outfits.
The Complaints Board also said that the use of stereotypes in the advertisement was not likely to cause serious or widespread offence in the light of generally prevailing community standards.
