In 2021, The Australian Ad Standards Community Panel reviewed a complaint over a long running Triple M and Hit Network ad for L&J Webb Fencing, with the introductory line, ‘Famous fences of the world, brought to you by L&J Webb fencing’ and then exaggerated Scottish, American and Chinese accents talking about their respective Hadrian’s, Fort Knox and the Great Fence of China.
The case was dismissed with the decision by the panel that the ad ‘does not rise to a level that is unfair nor in a manner that would be likely to humiliate or incite ridicule’ not a unanimous one.
This month, another complaint was brought before the panel, on the grounds that the ad was racist, belongs in the 90s and not appropriate in a multicultural society. This time, the ad was found to be in breach of section 2.1 of the AANA Code, that is it contained content that could be seen as vilifying people on account of race or ethnicity.
L&J Webb Fencing said:
“L&J Webb Fencing has proudly operated within the local community for many years, and the advertisement you have referenced has been on air for a considerable period across Triple M & Hit FM.
During this time, we have only received one complaint with concerns regarding its content back in 2021.
The commercial was created with a light-hearted and humorous intent and was never designed to offend, stereotype, or cause harm to any individual or cultural group.
We understand, however, that humour and creative expression can be interpreted differently, and we respect your right to raise this feedback. After careful consideration and taking into account the long-standing history of the advertisement and the absence of previous issues, we do not believe the content breaches advertising standards or warrants a change at this time.”
The panel noted:
“(C)ommunity standards involve over time, and that the view of the Australian community on topics of racial stereotypes may have evolved since 2021.”
Ad Standards also released an article at the end of 2025 including a selection of TV ads that received multiple complaints, including a rather gross Dettol ad that had 70 complaints, but was not found to be in breach.
The L&J Webb Fencing ad has been put on hold until they can modify it.