October 6
COS, TV, social affairs, medical, legal, marketing
Another dying with dignity
TV commercial banned
New national alliance goes online to beat censorship
Commercials Advice (CAD), the authority established by Free TV Australia to classify and approve television commercials has
banned another television commercial designed to promote debate about law reform for dying with dignity. The ban comes
despite CAD having previously given the commercial preliminary approval.
The 30-second commercial created by YourLastRight.com, a new national alliance of all Australian state and territory voluntary
euthanasia and dying with dignity organisations, had been planned to premiere Sunday October 10 on commercial networks.
The commercial which was funded by the Estate of former Lord Mayor of Brisbane, Dr Clem Jones AO features a series of still
images from historical moments in Australia’s history while a voiceover urges viewers to stand up for their last right. The
“It seems that even talking about talking about law reform is too hot to handle,” said Neil Francis, Chairman and CEO of the
YourLastRight.com alliance. “Australians are already talking about self-determination for the terminally ill, but CAD says we
shouldn’t. Maybe our next commercial should be about freedom of speech.”
CAD had previously given the commercial preliminary approval but withdrew that approval after the controversy surrounding
Exit International’s attempt to air its commercial.
CAD advised YourLastRight.com that it would not issue the commercial a CAD number as it failed to comply with regulation 2.17
of the Commercial Television Industry Code of Practice. Regulation 2.17.5 states that: “Realistic depiction of methods of suicide,
or promotion or encouragement of suicide is unsuitable for broadcast.” CAD advised that it: “could reasonably be argued that
the advertisement promotes or encourages voluntary euthanasia. This is because the advertisement seeks to de-stigmatise,
normalise and legalise voluntary euthanasia.”
“This is not about irrational suicide under treatable conditions,” continued Mr Francis. “In fact it is about a rational response of
someone suffering the torture of a terminal illness. 85% of Australians want the right to choose physician aid in dying under
those circumstances, but CAD simply ignored our explanation.”
Media: interviews with Neil Francis available via Mandy Maier of Hootville Communications 02 9929 5050 / 0412 891 121 /
mandymaier@optusnet.com.au Media may use audio and video of TVC with attribution. Media is invited to attend the launch
12.30 Wednesday, October 6 at Rydges on Swanston, Bouverie/Rathdowne Rooms, 701 Swanston Street, Carlton, Victoria.
About YourLastRight.com: Members include Dying With Dignity Victoria, Dying With Dignity NSW, Dying With Dignity
Queensland, Dying With Dignity Tasmania, South Australian Voluntary Euthanasia Society, West Australian Voluntary Euthanasia
Society, Northern Territory Voluntary Euthanasia Society. The campaign will be officially launched Wednesday October 6 at
12.30 as part of the World Federation of Right To Die Societies conference in Melbourne. The global conference runs October 6
to 10 and brings together leaders from 46 right-to-die organisations across 27 countries who work globally to legalise physician-
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