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ASA upholds complaint against Corrections' use of stereotype

17:42 pm on 28 March 2023

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A Corrections Department recuritment ad has fallen foul of the Advertising Standards Authority, for perpetuating a negative stereotype of a Māori boy.

The TV commericial showed a young Māori boy talking about his father who has been in prison, and the Corrections officer who helped him, with the boy saying he might become a Corrections officer one day too.

The ASA upheld the complaints about the commercial. Advertising Standards Authority chief executive Hilary Souter talks to Lisa Owen.