Maternal suicide announcement ordered off the air after complaints warning it would ‘cost lives’

The Advertising Standards Authority has ordered that an advertisement showing maternal suicide and alcoholism be taken off the air.

Lobbyist Mothers Matter launched an advertising campaign to pressure the government to provide more support for parents with postpartum depression. However, the Mental Health Foundation condemned the group’s three-minute ad, warning that its description of the suicide “would cost lives.”

The ASA said it received 13 complaints about the ad and released its finding on Monday that agreed that the ad “would likely cause harm.”

As a result, the ad was ordered off the air.

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In its ruling, the ASA complaints board said the ad had been misclassified due to its “confrontational theme and description of a suicide method.”

The independent Office of Business Approvals, which approves television commercials before they air, allowed the ad to run during any program other than children’s programming. The ASA said that was wrong and that it should have been rated for adults only or completely banned.

Had the announcement been screened only after the 8:30 pm “dividing line,” the ASA said it would only have mitigated, not erased, the potential damage it could cause. He said the ad’s description of suicide and a suicide method “could act as a trigger for vulnerable viewers of any age.”

The manager of the Office of Trade Approvals, Rob Hoar, said they were “wrong” in this case.

He said it was difficult to rate promotional advertising, as giving more restrictive ratings could be seen as a restriction on freedom of expression. He said the office had never before received an advertisement like the three-minute short film Mothers Matter, apart from other shorter advertisements on mental health.

“There was no precedent for this so we gave them the benefit of the doubt and the ASA has said we gave them too much. We will adjust accordingly, ”he said.

After viewers contacted TVNZ with some concerns, it arranged with the advertiser to play a warning and display help lines before and after the three-minute ad screening. It also limited where the ad ran.

The ASA verdict echoed the concerns of Mental Health Foundation Executive Director Shaun Robinson, who said Things the ad “could endanger women.”

When the ad first aired in early March, Robinson urged Mothers Matter to remove it, saying it was counterproductive in helping new and future mothers.

“I am sure he is putting women in danger. We fully support the cause that Mothers Matter stands for … However, I think this video crosses the line and becomes dangerous, ”he said.

The danger came from the suicide description, which he said erroneously suggested to vulnerable women that suicide could have a positive outcome.

In the fictional video, a mother is shown struggling before taking her own life after the birth of her baby. Then her father took over raising their newborn baby and began lobbying for Mothers Matter.

Robinson said Mothers Matter was reluctant to withdraw the ad, even after the Mental Health Foundation raised concerns with the organization.

“I am sure they are experts in caring for young mothers and pregnant women, but they are not experts in suicide. They have made a mistake and have crossed very dangerous territory, ”he said.

His particular problems with the ad centered on the depiction of suicide, which he said would accentuate the feelings of helplessness and hopelessness in vulnerable people.

“When these things hit the media, more people die. This is a very serious matter. It is not a question of tastes and opinions, “he said at the time.

In his presentation to the ASA, Mothers Matter argued that the announcement was necessary to pressure the government to improve comprehensive health services for mothers. Founder Chloe Wright said Things she had received a “great amount” of support for the announcement, including from relatives of parents who had taken their own lives.

A Discovery spokeswoman said the ad aired half a dozen times on Three, but the company received no complaints. Sky TV was also reached for comment.

Where to get help

• Lifeline (open 24 hours a day, 7 days a week) – 0800 543 354

• Depression Helpline (24/7) – 0800 111 757

• Healthline (open 24 hours a day, 7 days a week) – 0800 611116

• Samaritans (open 24/7) – 0800726666

• Suicide Crisis Helpline (24/7) – 0508 828 865 (0508 TAUTOKO). This is a service for people who may be thinking about suicide or for those who are worried about family or friends.

• Youthline (open 24/7): 0800 376 633. You can also text 234 toll free between 8 am and midnight, or send an email to [email protected]

• 0800 WHATSUP Helpline for children – phone 0800 9428 787 from 1:00 p.m. to 10:00 p.m. from Monday to Friday and from 3:00 p.m. to 10:00 p.m. on weekends. Online chat is available from 7 pm to 10 pm every day at www.whatsup.co.nz.

• Kidsline (open 24 hours a day, 7 days a week) – 0800 543 754. This service is for children from 5 to 18 years old. Those who call between 4:00 p.m. M. And 9:00 p.m. M. From Monday to Friday they will speak with a friend from Kidsline. These are specially trained teen phone counselors.

• Your local rural support trust – 0800787254 (0800 AYUDA RURAL)

• Alcohol Drug Helpline (24/7): 0800 787 797. You can also text 8691 for free.

• For more information, contact the free Information and Resources Service of the Mental Health Foundation (09 623 4812).