A TV advertisement for Domino's has been removed for showing a women skateboarding without safety equipment.
The ad features a woman longboarding while eating pizza and ends with the words "anything's pizzable".
The complaint submitted to Ad Standards raised concerns of unsafe behaviour which sets a poor example for children.
"I am very concerned about safety issues depicted. The model is using a skateboard and is wearing absolutely no protective gear at all. Nor is she paying attention to where she is going and what hazards my present. She is too busy concentrating on the product," the complaint said.
"This sets a very poor example for kids, especially when parents are trying to do the right thing and ensure their children are kept as safe as possible while still having fun. While i know safety equipment is not mandatory legally it certainly is extremely desirable and the wearing of it should be encouraged, especially in ads such as this where the greatest market for the product lies with young people."
Domino's said the ad does not breach the code as the model is a professional longboarder who performed highly dramatized choreography with exaggerated arm movements, and as such is unlikely to be perceived as realistic by audiences.
"The skateboard community would be aware of the difference between an ordinary skateboard and a dance longboard (by type of board, cost, mechanism), and it is unlikely in our view that a professional performance on a dance longboard would impact any other ordinary person (particularly children) to be encouraged to ride without a helmet," a Domino's spokesperson said.
"The Advertisement in no way targets, or is aimed at, children, or specifically encouraging children to ride skateboards without protection gear on. In our view it is unlikely it will attract the attention of children as they are not the primary audience and not the purchaser of Domino’s products."
However the Ad Standards panel determined that the ad did breach Section 2.6, health and safety, of the Code because no helmet was worn by the actor.
"The panel noted that professional sportspeople wear helmets when competing, and the general community expects users of bicycles, scooters and skateboards and the like to wear helmets at all times, regardless of where the devices are being ridden and whether or not the law requires it," the panel stated.
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