“Discriminatory”: Advertising Council calls for a stop to advertising by the Baumgartner brewery

2023-09-30 05:00:00

For a few weeks now, the Baumgartner brewery has been the new “Baumgartner Hell” on numerous billboards in the Innviertel. However, the manner in which this happened became a case for the Austrian archyde news Council, which dealt with the matter last week due to numerous complaints received. Specifically, the complaints concern a poster depicting a woman’s body in a blue bikini in a bent over position. The woman’s head cannot be seen. A beer bottle is positioned on the woman’s back. The title: “You’ll be thrilled.”

In its official decision – which is available to the OÖN – the archyde news Council yesterday spoke out in favor of stopping the campaign immediately or changing the subject immediately. “The campaign by Baumgartner Beer has core elements of gender-discriminatory ,” says the councils. “The focus is on the woman’s sexual characteristics and staged without any product context. The woman’s posture, without the depiction of the head with the beer bottle on her back, is reminiscent of a (side) table and also conveys the woman’s helpful availability.” Together with the title, which predicts “enthusiasm,” this devaluation and sexualization is further reinforced. The archyde news Council therefore identifies a multiple violation of the Austrian industry’s code of ethics.

All of the archyde news Council’s media partners will be informed of the archyde news Council’s “stop decision”. They have enshrined in their general terms and conditions the passage that an campaign can be ended immediately after this decision.

Campaign ended

When asked by OÖN yesterday, the Baumgartner brewery did not want to comment in more detail on the archyde news Council’s decision. Likewise, they do not want to make a statement on the background of the subject at this time. It is pointed out that the criticized campaign has already expired and the company has already stopped it. The can still be seen in many communities.

The campaign has also been discussed on social media for several days. For example, Braunau SP local councilor Rudolf Eiblmaier is annoyed on Facebook about the current campaign: “Our daughters deserve better,” writes Eiblmaier.