MLA statement on ASB dismissal of complaints

19 September 2017

MLA welcomes the Advertising Standards Bureau’s dismissal of complaints that MLA breached the Advertising Standards Code in its latest Lamb advertising campaign.

Like previous “You Never Lamb Alone” campaigns, this year’s Spring Lamb campaign seeks to promote the value of unity and inclusivity.

There was never an intention to offend, rather we wanted to ensure that we were as inclusive as possible. To this end, those religions that don’t typically eat red meat are not shown consuming Lamb in the advertisement, but are still invited to the table.

MLA advertisements have a history of being irreverent and jovial, but we are a responsible advertiser acting always with the intent of adhering to the Advertising Standards Code.  Today’s outcome reflects our ongoing commitment to the Code and to responsible advertising.

MLA has received feedback from across the community regarding the Spring Lamb campaign, the majority of which has been positive.  However some community members have registered concerns and we acknowledge and respect that feedback.

As with every campaign that MLA conducts, we will consider all of the feedback that we have received in future creative development.

MLA develops all of its campaigns – including this latest Lamb campaign – with the positive intent of celebrating the diversity and inclusivity of Australia.

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