VICTORIA, Australia: A fishing shop in regional Victoria has been forced to remove two of its Australia Day advertisements after it was found they ‘humiliated’ and ‘ridiculed’ Muslims.
Trelly’s Tackle World in Shepparton, north of Melbourne, had a print ad featuring products on sale with an offer of free pork kebabs: ‘1 day only! Halal or Haram.’
A complaint lodged with the Advertising Standards Bureau (ASB) claimed the advert was ‘incredibly offensive’, ‘Islamophobic’ and ‘aggressively attacked Muslims’.
The complaint said the emphasis on pork – consumption of which is forbidden in Islam – was intentionally included to ‘suggest that Muslims are not Australians and are not welcomed’.
Trelly’s responded to the claims by pointing out the word ‘Muslim’ was not used in the advertisement and said that kebabs were not exclusive to any one culture.
#News “Trelly’s Tackle World ‘incredibly offensive’ Australia Day ad deemed to humiliate Muslims” https://t.co/fZ62a1Plzk
— Thailand (@nakhon224) February 25, 2017
‘In Australia we are free to eat and drink what we want within the laws of Australia,’ Trelly’s wrote.
‘[The complainant] is hiding behind the misuse of very loosely used words like multiculturalism and Islamophobic.
‘I have also enjoyed by far a greater number of people who like my ad.’
The ASB found the offer of free kebabs in conjunction with a phrase akin to ‘permitted’ or ‘forbidden’ was ‘clearly targeting Muslims in a manner intended to provoke a reaction’.
The TV version of the ad featured a man sitting in a chair holding a fishing rod with Australian flags set up behind him.
‘The man says, “G’Day Australia. Here at Trelly’s we welcome all new Australians, especially those ones who assimilate”,’ the ad said according to the ASB.
After featuring a number of products on sale, the ad goes back to the man who says to someone off-screen: ‘Hey Habib, get me another beer while you’re there.’
The board found the ad also breached standards, arguing it incited contempt for the Muslim faith with its connotations.
Trelly’s agreed to take down both adverts. Daily Mail Australia has contacted Trelley’s for further comment.
