Dentist's ad banned

EXCLUSIVE: A Moranbah dental clinic has had one of its advertisements banned from TV after a standards panel found it to sexualise women.

The commercial featured a man seated on a park bench drinking coffee and shows two women walking past at different times, the second woman stops and places money in the man's coffee after noticing he is missing some teeth. A voice over then asks: "what does your smile say about you?"

The man in the commercial was dentist Dr Murray Ploetz (pictured in character for the advertisement), who responded to the Ad Standards Community Panel saying it was his belief the ad didn't degrade women; "if anything it degrades me!".

Dr Ploetz added he had "many messages of praise" over the ad for its humour and alleged that the complaints were likely to have come from other dental clinics in the Mackay region who he had "quite aggressive competition" with in the past.

Murray Ploetz from Moranbah Dental during commercial filming.
Murray Ploetz from Moranbah Dental during commercial filming. Facebook

Two complaints were registered against the ad which alleged it "objectifies women" and made "(Dr Ploetz) look like a pervert not a dentist" - classified by the Ad Standards Panel as Discrimination or Vilification Gender, Objectification Degrading- women and Objectification Exploitative - women.

Although the Discrimination or Vilification Gender claim was dismissed, the panel ruled the ad breached standards concerning Objectification Degrading- women and Objectification Exploitative - women as the focus on the women's chest, legs and bottom implied sexual appeal.

In their ruling the Ad Standards Panel explained while a minority considered the advertisement's implication that the state of one's teeth may affect the way people view them as homeless, the majority of the panel considered the storyline was "that the man was ogling the women, and one of the women thinks he is a homeless person".

Comments on a photo posted by Moranbah Dental combined with their response to the Ad Standards panel ruling imply the ad was made on a low budget with participation from their customers and the community.

In Dr Ploetz's response to the ruling, he stated: "just confirming the ad is not running and was stopped pretty soon after I received the complaint."

Requests for further comment from Moranbah Dental and Dr Ploetz went unanswered by deadline.



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