The Advertising Standards Board has suspended a Beechworth Sweet TV ad for its use of a golliwog in the brand logo, which the Board ruled an “inappropriate racist symbol”.
The logo in the TV ad shows old fashioned toys, including a golliwog, pets and old fashioned confectionery.
One complaint that the watchdog received said: “I found this commercial to be offensive due to the depiction of a golliwog . It shocked me deeply, this is a racist symbol! In 2016 the image of a golliwog on television is completely inexcusable. I truly believe casual racism like this is so damaging to the community and this commercial should never be aired again.”
In response, Beechworth said the logo was set up in 1992 when the business was opened, and it was done in an old fashioned style to depict the Victorian era of the historic town of Beechworth, which maintains signage and streetscapes as part of its heritage attraction.
“The Beechworth Sweet Co. believes the logo represents childhood memories, e.g., toys, pets and old fashioned confectionery. Golliwogs now referred to as Gollies were very popular toys at the beginning of the 20th century and were characters in many children’s books. The racial connotation of golliwogs came around the 1960s. We believe we represent gollies as part of happy childhood memories in a tasteful respectful way.
“We do stock Gollies in the shop, which are made to a high standard with beautiful clothing. We sell the product to people who are lovers and collectors of Gollies or to people buying gifts for young children,” said the company.
The Board, however, ruled to suspend the TV ad.
“The majority of the Board acknowledged the innocence behind the nostalgia associated with the doll, but considered that community standards have evolved significantly over the past fifty years and most members of the community would be aware of the racist symbolism of golly dolls,” the case report said.
“The Board noted that the golly is used in the advertisement as part of the company logo. The Board considered that by making the golly’s hand move in the animated final scene, the advertiser is drawing specific attention to this doll,” the report continued.
The company advised they had suspended the TV advertising “pending further correspondence regarding the processes and the possibility of review”.
“It has never been our intention to be racist,” the sweet company said. “The intent of this advertisement has always been to share our love of sweets.”
