Ten Investigated On Split-second Ads
Sydney Morning Herald
Thursday February 21, 2008
THE media watchdog is to investigate Channel Ten over alleged subliminal advertising during last year's broadcast of the Aria music awards.
The Australian Communications and Media Authority has confirmed it is looking into whether the flashing images of logos for lollies, cars, cosmetics and fast food constitutes a breach of the broadcasting code.Any "attempt to use or involve a technique which attempts to convey information to the viewer by transmitting messages below or near the threshold of normal awareness" could be a breach of the broadcasting code. Subliminal advertising applies to all programs, promotions, community service announcements or station identifications. During the October's telecast, frames of sponsor logos lasting 1/25th of a second flashed onto to the screen part of the way through each award category. The logos of the program's sponsors - Chupa Chups, KFC, Toyota, BigPond and Olay - also topped and tailed each segment.Channel Ten denies its "new creative treatment" of "rapid cut images" constituted subliminal advertising. It is insisting that the flashing images were not commercials and that the TV code of practice allows the use of such techniques. The authority's investigation - the first into subliminal advertising that officials can remember - will take several months and hinge on whether the watchdog finds the flashes were ads or programming, and also what constitutes subliminal.A spokeswoman for Channel Ten said the network would respond to the authority in the "normal way". A spokesman for the watchdog said because there had not been an investigation into subliminal ads in its recent history, it might take several months. "We have to look at the wording of the code and take legal advice. We might even have to look at getting some scientific advice on what is subliminal advertising."If Channel Ten is found to have breached the code, the most it can expect is a slap on the wrist as a first offender, with no more than an undertaking given to not repeat the offence. Subliminal advertising is not common. The last case occurred last year when a McDonald's logo appeared for one frame during the Food Network's Iron Chef America series, leading to claims it was subliminal. At the time the program makers put it down to a technical glitch.The watchdog investigation is unlikely to answer the one question the advertising industry's wants to know: does subliminal advertising work?
© 2008 Sydney Morning Herald
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