The National Advertising Self-Regulation Council (Conar) opened an ethical representation against the 70-year-old Volkswagen advertising campaign, in which the singer Elis Regina, who died in January 1982, is brought “back to life” through a “technological tool and Artificial Intelligence (AI)”.
In the advertisement in question, Elis appears next to her daughter, the also singer Maria Rita. They sing together the song Como Nosso Pais, as if Elis were alive today.
According to Conar, the representation was opened due to consumer complaints.
“Conar opened today, July 10, ethical representation against the campaign “VW Brasil 70: The new came again”, which is the responsibility of VW do Brasil and its agency, AlmapBBDO, motivated by consumer complaints”, says the note sent The CNN .
Still according to Conar, consumers question whether it is ethical or not to use AI for the purpose of advertising, pointing out questions about “respect for the personality and existence of the artist, and veracity”.
The issue should be examined in the light of the Brazilian Advertising Self-Regulation Code, in particular the principles of respectability.
The representation also questions whether, with Volkswagen advertising, there is the possibility of causing confusion between fiction and reality for some people, especially children and adolescents.
The representation will be judged in the coming weeks by one of Conar’s Board of Ethics, guaranteeing the right of defense to the advertiser and his agency. As a rule, the judgment is carried out approximately 45 days after the opening of the representation.
Conar accepts complaints from consumers, as well as other manifestations about the advertising piece, as long as they are identified. In compliance with the General Law for the Protection of Personal Data (LGPD), the identity of whistleblowers is protected.
A CNN contacted Volkswagen and is waiting for a response on the issue.
*Published by Pedro Jordão, from CNN
Source: CNN Brasil
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