Advert accused of 'trivialising domestic violence' for depicting couple's row over avocados is cleared
Advertising Standards Authority launched after receiving 35 complaints
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Your support makes all the difference.An advert that was accused of trivialising domestic violence as it featured a man furiously telling a woman they could afford a deposit on a house if she were to eat fewer avocados, has been cleared.
Created for credit score app ClearScore, it showed the man taking an avocado seed out of a recycling box and appearing to shake with rage.
“What's this? We're saving for a house deposit in London, not splashing the cash on avocado,” he said in the advert which aired in June.
Appearing scared, the woman replied: “I know, but since using the ClearScore app I've been tracking all our finances in one place so, eating an avocado just made sense”.
The man then appeared to calm down.
The Advertising Standards Authority (ASA) received 35 complaints that the ad trivialised domestic violence and was likely to spark negative emotions for victims.
ClearScore said the symbolism of the avocado was well-documented in the press and the general public were aware of the metaphor.
It said the advert was built on the well-trodden stereotype millennials will not forfeit their lifestyle for longer-term financial gains – epitomised by the trope of splashing low wages on avocado toast.
The company said it voluntarily removed the advert from broadcast but stood by its view the ad did not breach any rules.
The ASA said it consulted with Refuge - a charity which provides specialist support for women and children experiencing domestic violence.
Refuge advised economic abuse and coercive behaviour was often accomplished by controlling finances, instilling fear in victims and interrogation over spending.
Deciding against upholding the complaints, the ASA said: “By the end of the ad the woman was clearly not distressed and had resumed looking at her phone in a nonchalant manner while the man abruptly dashed off. For those reasons we considered that the majority of viewers would view the man's behaviour as silly, absurd or over the top.
“While the ad might be distasteful to some viewers, it was unlikely to cause undue distress for, and serious offence to, victims of domestic violence.”
Additional reporting by Press Association
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