Controversial Billboard in Cottesloe
A billboard located on Jarrad Street in Cottesloe, advertising Etto aloe vera gel, has generated controversy. The advertisement displays a young woman with prominent white tan lines against heavily tanned skin. The billboard is situated near Cottesloe Beach on Stirling Highway.
Concerns from Health Authorities
Cancer Council WA Sun Smart Manager, Sally Blane, stated that the imagery could encourage dangerous sun exposure among young people, particularly women aged 15 to 24, potentially increasing their risk of skin cancer. Blane noted that Cancer Council has been addressing a trend on social media where influencers deliberately achieve sunburn to highlight bikini lines. She further commented that such advertising contradicts efforts to reverse the cultural depiction of tanning.
Company's Response
Andrea Horwood, founder and CEO of Etto, reported that the advertisement has been running nationally for several months and this is the first complaint received. Horwood defended the ad, explaining that Etto provides a natural solution for individuals who have experienced excessive sun and wind exposure. She stated that the product serves as an after-sun solution for stressed or damaged skin and that the company clearly warns about the dangers of sun exposure. Horwood, who also founded Invisible Zinc, emphasized her personal commitment to sun protection, asserting that advertising a solution does not imply endorsement of the problem.
Ethical and Regulatory Considerations
Ms. Blane highlighted that Cancer Council WA is conducting a State Government-funded campaign to prevent skin cancer, with related ads placed near Cottesloe Beach. She expressed disappointment that the billboard's imagery potentially contradicts these public health messages. While acknowledging the product's utility, Blane suggested that advertisers could adopt healthier promotional methods, posing it as an ethical question given Australia's high rates of skin cancer. A local resident, identified as Jean, filed an official complaint with the advertising regulator Ad Standards, expressing concerns about the billboard's message to young people regarding sun safety.