Butcher told to remove a notification with the & # 39; non-halal certified & # 39; because it incites & # 39; to hate & # 39; against Muslims, ONE LETTER is changing – and now authorities are saying it's good
- Valley Butchers in Adelaide advertised the lack of halal certification
- Muslims complained that the & # 39; fun & # 39; poked them and insulted them
- The butcher said the sign was just there to answer a frequently asked customer question
- Ad Standards watchdog ordered them to change the sign after complaints
- Now the board says & # 39; not halal certified & # 39; instead of & # 39; not halal certified & # 39;
A butcher told to delete a sign with the mention & # 39; non-halal certified & # 39; because it was considered offensive to have changed its appearance – with just one letter.
Valley Butchers in Adelaide received complaints that the store mocked Islam with the sticker, with images of kangaroos and emus.
& # 39; It takes the fun out of a specific group of people based on religious beliefs. It is very intentional and clear, & the complaint said.
The advertising standards watchdog discovered that the sign violated their codes, causing the store to change it.
However, in a shared decision, the board confirmed the complaint and noted that the sign would have been fine if it were only one letter different.
The board now reads & # 39; not halal certified & # 39 ;.
Muslims complained that Valley Butchers mocked Islam with the prominent sticker, with images of kangaroos and emus, in front of Adelaide
Ad Standards CEO Fiona Jolly told ABC Radio Adelaide that changing the wording of & # 39; not & # 39; to & # 39; not & # 39; makes a big difference.
& # 39; Saying something is non-halal certified makes jokes about halal certification because there is no such thing, & # 39; she said.
& # 39; Saying that something is not halal certified is a fact.
& # 39; This is a self-regulation system and it really depends on the goodwill of advertisers to follow our statements. & # 39;
& # 39; If the board had mentioned & # 39; Not Halal approved & # 39; or & # 39; Unfortunately, not Halal & # 39 ;, this would be less likely to be considered discriminatory or incriminating signals, & # 39; said the watchdog.
Ad Standards CEO Fiona Jolly said that changing the wording of & # 39; not & # 39; to & # 39; not & # 39; makes a big difference.
Instead, it decided that the sign ridiculed halal certification and that it was offensive and humiliating for & # 39; people who are of that belief or of Muslim ethnicity & # 39 ;.
Valley Butchers got into trouble earlier this week when the Muslim community said their sign pricked the fun of a specific group of people based on religious beliefs.
& # 39; Jokes like this at a public pub perpetuate a culture of insult to religious minorities, which harms them & & # 39 ;, said the complaint.
Valley Butchers defended the billboard at the Advertising Standards Board as a mere answer to a frequently asked question.
& # 39; The sign only indicates that we are not halal approved. It is not intended to be malicious in any way, & it said.
& # 39; We were often asked if we are halal approved, so I'm just saying that we are not and that saves a lot of wasted time. & # 39;
In a statement to the ABC, Ad Standards said the case is closed now.
& # 39; It appears from media reports that the advertiser has adapted the ad to the determination of the community panel & # 39 ;, said a spokesperson.
& # 39; The case report is being modified to indicate that the ad has been changed.
& # 39; If advertising standards received complaints about the changed content of this ad, we would create a new case that will be reviewed by the community panel. & # 39;
Valley Butchers got into trouble earlier this week when the Muslim community said their sign pricked the fun of a specific group of people based on religious beliefs & # 39;
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