The cover of the Michael Hill catalogue featured a close up shot of a woman s bright red lipstick clad lips as her white teeth bite her red nailed finger

							                                                                               07/461

                                     DECISION

                                Chairman’s Ruling

                                26 September 2007


Complaint 07/461


                      Complainant: D. McDonald
                      Advertisement: Michael Hill Jeweller


Complaint: The cover of the Michael Hill catalogue featured a close up shot of a
woman’s bright red lipstick clad lips as her white teeth “bite” her red nailed finger,
which is decorated with a diamond ring.


Complainant, D. McDonald, was of the view that the image on the front cover of
the advertisement was not sociably responsible and that small print contained in the
catalogue, was hard to read.


The relevant provisions were: Code of Ethics, Basic Principle 4 and Rule 2.


The Chairman noted D. McDonald’s concerns. However, he was of the view that
the depiction shown was appropriate for the product and the target market, and as
such had been prepared with a due sense of social responsibility to consumers and
society. Turning to the “small print”, the Chairman said it was clearly legible to the
consumer and not misleading. Having made these observations, the Chairman said
that there was no apparent breach of the Advertising Codes.

The Chairman ruled there was no apparent breach of the Advertising Codes.


Chairman’s Ruling: Complaint No Grounds to Proceed