Turners CEO Responds to Advertising Watchdog’s Ruling on Tina Ad

Complaints about a recent advertisement featuring the character Tina from Turners have prompted the Advertising Standards Authority to intervene. The watchdog ruled that a scene depicting a car performing a burnout is not in line with socially responsible advertising standards. This decision responds to public concerns that the advert promotes illegal activity and includes offensive language.

In a statement, Todd Hunter, chief executive of Turners, suggested that the backlash might be disproportionate. He described the controversy as a “storm in a teacup,” expressing surprise at the level of complaint. “We didn’t take it out in the YouTube version, because we thought it was kind of some fun,” Hunter said, adding that he is grateful for the attention the complaints have brought to the brand.

The advertisement, which has been circulating on platforms such as YouTube, faced criticism for appearing to glorify reckless driving. Complaints cited that it sends a negative message to viewers, particularly in a country like New Zealand, where safe driving is a critical concern. The Advertising Standards Authority upheld these complaints, stating that the portrayal of illegal activities undermines community standards.

Despite the ruling, Hunter emphasized that the ad’s intent was lighthearted and aimed at engaging audiences. He acknowledged the significance of the feedback but maintained that the portrayal was meant to be humorous rather than harmful. “The person who complained, we owe them a great deal of thanks for keeping Tina from Turners continually in the media,” he remarked.

The decision by the Advertising Standards Authority means that Turners cannot continue to use the ad in its current form. This ruling places additional pressure on the company to revise its marketing strategies to align with community expectations and regulatory standards.

As the situation develops, it remains to be seen how Turners will adjust its advertising approach. The company has a reputation for bold and engaging campaigns, but this incident highlights the delicate balance between creative expression and social responsibility in advertising.

The outcome serves as a reminder for brands to navigate public sentiment carefully, particularly in an age where social media amplifies both praise and criticism.