Lee Lin Chin is this year's Australia Day 'Lambassador' in a controversial advertisement.
Lee Lin Chin is this year's Australia Day 'Lambassador' in a controversial advertisement.

MLA Lamb ad does not breach code of ethics: ASB

THE Advertising Standards Board has decided that Meat and Livestock Australia's most recent controversial ad does not breach the AANA Code of Ethics. 

The board held an extraordinary meeting to discuss MLA's "Operation Boomerang"  Australia Day ad, which has attracted a 'large number' of complaints from both animal rights and indigenous groups. 

In the ad 'lambassador' Sam Kekovich sets fire to a vegan's home.

Mr Kekovich told media last week the ad was "underpinned by a bit of reverent satire and tongue in cheek" with "no intent and no malice".

READ MORE: MLA threaten animal rights group with legal action

In a statement released today the ASB said the majority of the board "viewed the depiction of torching of the vegan food is an exaggerated and humorous response to the food that is not lamb - a portrayal of the food being less preferable to the advertised product, and not inciting hatred towards people who are vegan."

"In making a determination about concerns about the term boomerang, the Board noted that most members of the community would be familiar with the origins of a boomerang and its connection to Indigenous Australians. The Board also noted however the Macquarie Dictionary definition of boomerang to include a colloquial meaning of 'something that is expected to be returned.'"



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