Ad Standards Australia dismissed complaints about the WC Savage OnlyFans billboard both in its initial decision and after a review. In the final determination for case 0074-23, dated 14 June 2023, the Community Panel found that the advertisement did not breach sections 2.2 or 2.4 of the AANA Code of Ethics. The ruling was an advertising-standards decision, not a court judgment or blanket legal approval.
What was on the billboard?
The case report describes an image of a woman in a black bikini, on her hands and knees in shallow water. The billboard displayed a QR code leading to the w.c.savage OnlyFans account, alongside OnlyFans and Instagram logos. AdNews reported that it was located in Osborne Park, Perth. AdNews, 8 May 2023.
Ad Standards recorded more than 300 complaints in the case’s review background. The final case report, 0074-23.
What rules did Ad Standards apply?
The complaints were considered under two sections of the AANA Code of Ethics. Section 2.2 states: “Advertising shall not employ sexual appeal … in a manner which is exploitative or degrading of any individual or group of people.” Section 2.4 says: “Advertising shall treat sex, sexuality and nudity with sensitivity to the relevant audience.” The quotations appear in the Ad Standards case report.
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Why were the complaints dismissed?
The Panel considered the image to contain sexuality and partial nudity, but not sex or overtly sexual material. It assessed whether the image’s sexual appeal was exploitative or degrading, and whether the advertisement treated sexuality and nudity sensitively for its audience. It found no breach of either section 2.2 or 2.4.
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What changed when the case was reviewed?
- Initial determination, 26 April 2023: The Panel dismissed the complaints.
- Independent review: After review requests, an independent reviewer recommended that the matter be reconsidered. The recommendation raised concerns about how the initial decision addressed possible exploitation or degradation of women as a group and an audience that included children. The reviewer could recommend reconsideration, but could not replace the Panel’s ruling.
- Determination on review, 14 June 2023: The Community Panel reconsidered the matter, confirmed its original decision and dismissed the complaints again.
The dates, review process and reasoning are set out in Ad Standards’ final report for case 0074-23.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What was reported about the billboard’s cost and earnings?
PerthNow reported Savannah’s claims that the billboard cost $7,700 and that she earned $100,000 in its first week. These are figures attributed to Savannah in news coverage, not amounts verified by Ad Standards. PerthNow, 4 May 2023.
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