Advertising umpire rules: Special K ad with same sex kiss is OK

The Advertising Standards Board (ASB) has ruled that an advertisement for breakfast cereal Special K did not break any broadcast standard rules by showing a same sex kiss.

The ‘#OwnIt’ campaign highlighted that many women have body issues and encourages women to love their bodies and have a positive view. The campaign has run in many different countries with a local voice over added to the campaign.

The advertisement drew complaints about a brief same sex kiss that occurs in the advertisement. The ASB shared an sample of the feedback it received about the advertisement.

“I object to the kiss. Must we have the lesbian message shoved in our faces all the time.” wrote one complainent,  “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 normalise this behaviour.”

In their response to the complaints Kellogs highlighted that the scene is less than one second long, and is celebrating women and therefore does not break any of the advertising guidelines. The advertiser also highlights that a heterosexual couple is also featured in the advertisement and neither depiction is sexual in their nature.

The Advertising Standards Board agreed and ruled that the same sex kiss had not broken any of the advertising guidelines and dismissed the complaint.

“…in this instance a brief depiction of a woman kissing a woman was not sexualised and in the context of depictions of confident women and loving relationships this scene was not gratuitous or inappropriate.” The ABS stated in their report.

Check out the advertisement below and look out for the ‘blink and you’ll miss it’ kiss.