PORTRAYING Poms as whingers is racist, the advertising watchdog said yesterday in a ruling it hopes will bring clarity to an issue that appears to be foremost in the minds of Australian advertisers: how to bash a Pom and get away with it.
A radio ad for a beer in which a group of Englishmen are heard whingeing and moaning to the tune of Land of Hope and Glory was ordered off air by the Advertising Standards Board.
The ad was part of a campaign to promote an extra cold beer and played on the widely held belief that an Englishman can consume his beer only at room temperature.
Last month the board dismissed complaints about posters for the same beer, ruling the term "Pom" on its own was a playful and affectionate one that characterised the rivalry between the two nations.
Complaints over a car ad urging people to "Tonk a Pom", a colloquial term for knocking a ball out of a sportsground, were similarly dismissed.
But yesterday the watchdog said Pommy-bashing had gone too far and the radio ad was vilifying Englishmen. A spokesman for Tooheys New, whose chief executive is English, said the company was disappointed but had pulled the ad.