A Facebook advertisement for clothing brand Mister Zimi has been removed after breaching Ad Standards’ health and safety codes.
The ad was flagged for promoting unsafe cycling behaviours for women.
The campaign shows a woman riding a bicycle with no helmet while applying lipstick, drinking a coffee and holding a handbag with the tagline "On my way to the Mister Zimi sale, up to 50% off".
The caption also promotes unsafe riding practices, according to the Ad Standards panel.
"The best styles go fast. Shop up to 50% off selected styles, from distinctive prints to bold colours, they're destined to become favourites in your wardrobe."
“I believe it's of a girl riding a bike without a helmut,” said the advertiser.
“This is a creator ad based in Europe, however I understand that our rules differ here when it comes to road safety. Confirming the ad is scheduled to be removed COB today. We won't be using this asset again.”
Despite being created overseas, the ad was distributed in Australia where it is illegal to not wear a helmet.
“Images of unsafe driving, bike riding without helmets or not wearing a seatbelt while driving a motor vehicle are likely to be contrary to prevailing community standards relating to health and safety irrespective of whether such depictions are for the product/service being advertised or are incidental to the product,” said the ad standards panel.
The advertisement was found to have breached Section 2.6 of the Australian Association of National Advertisers (AANA) Code of Ethics and it has been removed for contradicting community standards on health and safety.
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