Image: Screenshot YouTube
A girl in a pink T-shirt, her long brown hair tied in a braid and large earmuffs on her head, holds a pistol in her delicate hands, points it at a target and pulls the trigger: These shots are in a promotional video that the shooting center Innviertel, based in Hohenzell (Ried im Innkreis district), published on the occasion of its “Experience Days” at the beginning of November. Specifically, it promotes a three-day event at which various weapon manufacturers present their products and visitors can test them out on the shooting range. The subject has not only caused displeasure on social media. The Austrian Advertising Council also received numerous complaints about the one-minute clip.
Immediate stop required
The committee sees its current ruling on the case as a violation of the Austrian advertising industry’s code of ethics and is therefore calling for an immediate stop to the campaign. It is said that the advertising material does not adequately point out the danger posed by weapons. “Neither the visual representation nor the content description of the voiceover point out the dangerous use of firearms (particularly for children). Rather, the advertising measures trivialize the use of weapons,” is the reasoning.
In addition, children under the age of eighteen are shown as actors in products that are not suitable for children. The Advertising Council’s Code of Ethics states under point 2.2: Children may not be used as actors in advertising for products or services that are not suitable for children and are likely to impair or endanger the well-being or health of children In addition, advertising for weapons, cosmetic surgery, gambling, betting, tobacco, alcohol and video games with content that is not suitable for children and/or glorifies violence.
Video still online
The video in question is still available online on both YouTube and social media. The operator of the shooting center cannot understand the criticism. “In our shooting center, all age groups can try out weapons, but only in the presence of shooting trainers who are responsible for that person,” he said in an interview with the Puls24 station. It was only through the Advertising Council’s statement that he found out that advertising of firearms should not be associated with children and young people. In his shooting center, the danger of weapons is clearly pointed out. He has now entrusted a lawyer with the case.
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Only recently an advertising subject from the Innviertel concerned the Ethics Council: a campaign by the Schärdinger brewery Baumgartner was criticized as “discriminatory”. Specifically, the complaints concerned a poster depicting a woman’s body in a blue bikini in a bent over position. The woman’s head cannot be seen. A beer bottle is positioned on the woman’s back. The title: “You’ll be thrilled.”
Read more here: “Discriminatory”: Advertising Council calls for a stop to advertising by the Baumgartner brewery
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