Which is hotter? A scantily clad model in a red bikini or the new Piri Piri Chicken Pot Noodle?

The ADgenda: The ASA recently banned a Unilever advert. But they missed a spot.

Which is hotter? A scantily clad model in a red bikini or the new Piri Piri Chicken Pot Noodle? It was this question in a Facebook advert that landed Unilever in hot water recently and resulted in the ad being banning by the Advertising Standards Authority.

But yet at the same time a video, that was part of the same campaign, escaped punishment. It follows the bus journey of a man, frustrated with the lack of spice in his life, who picks up a pot noodle and miraculously finds himself face to face with a dancing woman. As our man begins to get excited, the girl pulls off her top but, much to the Pot Noodle eater’s chagrin, turns into a rather dishevelled man. So what’s the difference?

The ASA do give their reasons for damning one and allowing the other.  They claim the former is unacceptable because of "the presentation of the woman in a sexual pose". The latter passes the test, however, because "the female character was not presented in sexist or degrading way". But yet, whether or not the woman has clothes off or not, surely the sentiment is the same. The Piri Piri Pot Noodle = stripping/stripped woman. If this is the case, it is the fact that the woman is in a bikini and not fully clothed that got the advert banned.

But what is confusing is that another reason the ASA gave for banning the first advert was that "the blatant comparison with the food product was crass and degrading and therefore likely to cause serious offence to some visitors to Pot Noodle Facebook page." This seems to imply that the video advert does not imply a comparison with the food product. But the ASA says that the video is fine because we are aware of the "reality of the situation and that it was actually a man with whom the main character was flirting". But, surely, a realisation of this also means that we should draw a comparison between the food and the woman.

The banned advert simply makes explicit what the allowed advert implies. Banning one advert and not the other, then, serves to reveal that the content of the acceptable advert, when followed to its logical conclusion, is unacceptable. The ASA has contradicted itself.

All in all, this ASA ruling seems to follow a common trend. Explicit bad, implicit fine. Either the ASA should have allowed the comparison to stand, or it should have banned both. As it is, it has skirted the central issue.  

A still from the Unilever advert. Photograph: Getty Images
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Air pollution: 5 steps to vanquishing an invisible killer

A new report looks at the economics of air pollution. 

110, 150, 520... These chilling statistics are the number of deaths attributable to particulate air pollution for the cities of Southampton, Nottingham and Birmingham in 2010 respectively. Or how about 40,000 - that is the total number of UK deaths per year that are attributable the combined effects of particulate matter (PM2.5) and Nitrogen Oxides (NOx).

This situation sucks, to say the very least. But while there are no dramatic images to stir up action, these deaths are preventable and we know their cause. Road traffic is the worst culprit. Traffic is responsible for 80 per cent of NOx on high pollution roads, with diesel engines contributing the bulk of the problem.

Now a new report by ResPublica has compiled a list of ways that city councils around the UK can help. The report argues that: “The onus is on cities to create plans that can meet the health and economic challenge within a short time-frame, and identify what they need from national government to do so.”

This is a diplomatic way of saying that current government action on the subject does not go far enough – and that cities must help prod them into gear. That includes poking holes in the government’s proposed plans for new “Clean Air Zones”.

Here are just five of the ways the report suggests letting the light in and the pollution out:

1. Clean up the draft Clean Air Zones framework

Last October, the government set out its draft plans for new Clean Air Zones in the UK’s five most polluted cities, Birmingham, Derby, Leeds, Nottingham and Southampton (excluding London - where other plans are afoot). These zones will charge “polluting” vehicles to enter and can be implemented with varying levels of intensity, with three options that include cars and one that does not.

But the report argues that there is still too much potential for polluters to play dirty with the rules. Car-charging zones must be mandatory for all cities that breach the current EU standards, the report argues (not just the suggested five). Otherwise national operators who own fleets of vehicles could simply relocate outdated buses or taxis to places where they don’t have to pay.  

Different vehicles should fall under the same rules, the report added. Otherwise, taking your car rather than the bus could suddenly seem like the cost-saving option.

2. Vouchers to vouch-safe the project’s success

The government is exploring a scrappage scheme for diesel cars, to help get the worst and oldest polluting vehicles off the road. But as the report points out, blanket scrappage could simply put a whole load of new fossil-fuel cars on the road.

Instead, ResPublica suggests using the revenue from the Clean Air Zone charges, plus hiked vehicle registration fees, to create “Pollution Reduction Vouchers”.

Low-income households with older cars, that would be liable to charging, could then use the vouchers to help secure alternative transport, buy a new and compliant car, or retrofit their existing vehicle with new technology.

3. Extend Vehicle Excise Duty

Vehicle Excise Duty is currently only tiered by how much CO2 pollution a car creates for the first year. After that it becomes a flat rate for all cars under £40,000. The report suggests changing this so that the most polluting vehicles for CO2, NOx and PM2.5 continue to pay higher rates throughout their life span.

For ClientEarth CEO James Thornton, changes to vehicle excise duty are key to moving people onto cleaner modes of transport: “We need a network of clean air zones to keep the most polluting diesel vehicles from the most polluted parts of our towns and cities and incentives such as a targeted scrappage scheme and changes to vehicle excise duty to move people onto cleaner modes of transport.”

4. Repurposed car parks

You would think city bosses would want less cars in the centre of town. But while less cars is good news for oxygen-breathers, it is bad news for city budgets reliant on parking charges. But using car parks to tap into new revenue from property development and joint ventures could help cities reverse this thinking.

5. Prioritise public awareness

Charge zones can be understandably unpopular. In 2008, a referendum in Manchester defeated the idea of congestion charging. So a big effort is needed to raise public awareness of the health crisis our roads have caused. Metro mayors should outline pollution plans in their manifestos, the report suggests. And cities can take advantage of their existing assets. For example in London there are plans to use electronics in the Underground to update travellers on the air pollution levels.

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Change is already in the air. Southampton has used money from the Local Sustainable Travel Fund to run a successful messaging campaign. And in 2011 Nottingham City Council became the first city to implement a Workplace Parking levy – a scheme which has raised £35.3m to help extend its tram system, upgrade the station and purchase electric buses.

But many more “air necessities” are needed before we can forget about pollution’s worry and its strife.  

 

India Bourke is an environment writer and editorial assistant at the New Statesman.