An advertisement for Pedigree dogs’ dental care treat run by Mars Petcare Australia has been found not in breach of ethical standards after a viewer voiced their complaint.
The YouTube ad, created for Pedigree DentaStix, shows a dad leaving the room to find wipes to clean his baby’s face. When he returns, it appears as if the family dog licked all the food from the baby’s face. The dad then comments, ‘That’ll work’ and gives the dog a treat.
In a complaint submitted to Ad Standards, a consumer said dog saliva could transfer germs to a child, and that the ad should not be allowed in the context of child abuse or neglect.
In response, Mars Petcare said the ad highlights the importance of maintaining dogs’ dental health in a family-oriented context.
“The core idea was to showcase the affectionate and close relationship between dogs and children within a household, emphasising how dental hygiene is crucial when it comes to the inevitable interactions between dogs and children,” the company explained.
The ad does not actually show the dog licking the child’s face, nor does it suggest that the child is in any danger. It is intended as an unrealistic, tongue-in-cheek depiction of an everyday situation.
“The dog is not rewarded for his behaviour. Rather, the dad gives the dog DentaStix to maintain good oral health,” the advertiser added.
Following a review, the Ad Standards panel said there was no indication that the child was in discomfort or distress, and that the overall tone did not suggest abuse or neglect.
While the panel noted that the dog was not reprimanded for these actions, which would likely occur in reality, it considered that the general suggestion was that the dad was not too concerned, because the dog’s dental health is under control.
“Whilst many parents might not condone animals coming into such close contact with their children, the action of a dog licking a child’s face is probably not uncommon within dog-owning households.
“Most members of the community would agree that the practice of a dog licking a child’s face, whilst not to be encouraged, is not of itself a breach of community standards on health and safety,” the panel said.
Accordingly, the panel considered that the ad did not breach the Australian Association of National Advertisers (AANA) Code of Ethics.
- Further reading: ‘Suicidal’ soybeans ad withdrawn after community review.
