A new mobile service aimed at teenagers launched this morning with a “cherry-popper starter kit” sim card, encouraging potential customers to “get it on” and “flip around”.
But the launch, which comes a week after the Australian Association of National Advertisers released a new ethics code with tougher guidelines against advertising that may sexualise children, has angered campaign groups.
A spokeswoman for Collective Shout said the names ONEmobile had given to its products were “sleazy”. Collective Shout campaigns against excessive objectification and sexualisation in advertising and the media.
Advertisement: Story continues below“It is unfortunate that when many parents are struggling to protect their children from porn on computer and mobile devices that a telephone company is not only using sexualised language to market mobile phones, but are also promoting musical acts such as Snoop Dogg and Keisha,” Collective Shout spokeswoman Melinda Liszewski said.
“Is this really what this mobile company thinks is suitable for a young market?”
Managing director of the mobile company, Zac Swindells, said the names of its mobile packages were developed after extensive market research
and just reflected how young people talk to each other.
“The term cherry-popper, it is a common term. It is a common term to describe anything for the first time,” he said.
“I do not think it is a lewd or suggestive connotation whatsoever.”
The company, ONEmobile, will sponsor the Summadayze festival in January, where Snoop Dogg will perform.
Ms Liszewski said while ONEmobile may consider the brand “cheeky” and “cutting edge” it was socially irresponsible.
“Particularly alarming is the “cherry-popper team.” The [promotional] video depicted young promotions staff wearing shirts that said ‘cherry-popper.’ This is a direct reference to losing virginity.”
Mr Swindells said the brand was aimed at people under 25 years and the “cherry-popper” product was just one of many brand names.
Its other products include a “Ninja Thumbs” text message package, “Low Riders” package and “Da Bomb”. It has developed an application which allows customers to gift credit to another number, and a press release said this would be suitable for “neglected girl or boyfriends, even potential lovers”.
The new advertising code of ethics states “marketing communications should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people”.
A code on marketing to children states material “must not state or imply that children are sexual beings and that ownership or enjoyment of a product will enhance their sexuality”.
ONEmobile is an off-shoot of ispOne, a Melbourne-based carrier which sells managed services to small to medium sized internet providers.
The new retail mobile service is its first foray into the retail market, reselling services on the Optus network.
A slick marketing video released this morning said ONEmobile recognises those under 25 years are fickle and not loyal to brands. Its “cherry-popper” team would be traveling around the country promoting the new brand and encouraging young people to “get it on” with ONEmobile, according to the video.
This article has been reproduced from SMH, you can find the original here
