Mobiles2Go Mobiles2Go: i-Kids mobile phone

Advertiser: Mobiles2Go

Product: i-Kids mobile phone

Where: radio 2GB Sydney

When: approximately 2pm, 7/2/06

Describe the ad:

A child is talking to a man about his i-Kids mobile phone when his mother arrives in her car. The mother honks her car horn and the child says "there's Mum now".

Complaint:

This advertisement should be withdrawn, or modified to remove the honking sound, because it violates Australian Road Rule 224, as stated by the NSW Roads and Traffic Authority:

"224 Using horns and similar warning devices:

A driver must not use, or allow to be used, a horn, or similar warning device, fitted to or in the driver's vehicle unless: (a) it is necessary to use the horn, or warning device, to warn other road users or animals of the approach or position of the vehicle; or (b) the horn, or warning device, is being used as part of an anti-theft device fitted to the vehicle." (www.rta.nsw.gov.au/trafficinformation/downloads/p133.pdf)

Violation of this rule attracts a $225 fine:

"HORNS/WARNING DEVICES: Rule 224. Use/allow use of horn/warning device unnecessarily.. $225" (www.rta.nsw.gov.au/rulesregulations/downloads/1205_demerits_general.pdf)

According to section 1.1 of the AANA Advertiser Code of Ethics: "Advertisements shall comply with Commonwealth law and the law of the relevant State or Territory.". This is a clear breach of ethics.

Such irresponsible use of car horns creates disturbance for residents, other drivers and pedestrians. Encouraging this behaviour guarantees our streets and homes will be constantly disturbed by honk-happy drivers who honk to say "hello", "goodbye", "hurry-up" and so on. Such behaviour is already a problem in neighbourhoods. Noise pollution is harmful to health and contributes to mental and physical problems.

This also de-sensitises people to the sound of a car horn and may result in the horn being ignored as a warning device.

As stated by the NSW Department of Environment: "Horns should be used as traffic warning devices only and not as a means of relieving driver stress or frustration." (www.epa.nsw.gov.au/resources/vehicle_noise.pdf)

This is a health and safety issue, and a breach of law. I request this advertisement be withdrawn, or modified to remove the honking sound.