The fatwa against Mr. & Mrs. Smith

Do you remember the 2005 movie “Mr. & Mrs. Smith” starring Angelina Jolie and Brad Pitt? In this action comedy, the two stars play a couple who discover that they are both working as contract killers – and then there are lots of suits, dresses, weapons, style, and, of course, action. The subject in the display of the new flagship store of OBERLAND ARMS Austria in Klagenfurt is reminiscent of this. Except that the picture shows the boss himself and his very attractive wife. Very stylish, very strong, very beautiful. Matthias Hainich is the owner of the company and the flagship store, which is currently being reported on by the local newspaper. Both are also active and successful sport shooters.

Now, someone walks past the display on Bahnhofstraße in Klagenfurt, sees the image, doesn't turn away in horror, but goes to the homepage of the self-appointed “Advertising Council” and successfully reports: “Attached is a photo of an advertisement for a gun dealer in Klagenfurt, Bahnhofstraße. I find the subject matter completely inappropriate and disrespectful.”

Now, each of us can feel something without losing self-control. However, the Advertising Council immediately felt compelled to act and, after an unknown period of deliberation, issued its fatwa without hesitation, which we document in full here:

Decision

The Austrian Advertising Council has decided to issue a stop decision in the case of the company “Oberland Arms.”

Reason

The Austrian Advertising Council advocates an immediate stop to the advertising campaign in question. The Young Advertising Council, consisting of 15- to 29-year-old school pupils, students, and representatives of the communications industry, advocates raising awareness in this case.

The advertising subject shows a large-format photo in a shop window. It shows an elegantly dressed couple—a man in a suit and a woman in an evening gown—both carrying large-caliber weapons. A forest landscape is depicted in the background, above which is the company logo “Oberland Arms.”

The advertising council judges the subject to be critical in terms of the ethical and social principles of advertising. The stylized and glamorous presentation of weapons is particularly problematic. In the opinion of the advertising council, this depiction, which links weapons with elegance, fashion, and aesthetics, carries the risk of trivializing and romanticizing violence. Furthermore, it is criticized that the subject matter does not sufficiently reflect social change and the current geopolitical situation. In particular, the committee believes that the combination of weapon depiction, high-gloss visuals, and stylized coolness is not in line with the principles of social responsibility. These aspects are considered particularly problematic in view of their influence on younger target groups. The Austrian Advertising Council calls for advertising campaigns to use more sensitive imagery and take greater account of social responsibility.

The Advertising Council members are calling for the advertising campaign in question to be stopped immediately.

Note: The Young Advertising Council, consisting of 15- to 29-year-old school pupils, students, and representatives of the communications industry, viewed the subject matter somewhat less critically and rated it as raising awareness. This assessment by the young committee can be seen as an opinion, but is not taken into account in the official decision of the advertising council members.

The following points were identified as insufficiently sensitive implementation of the Austrian Advertising Industry's Code of Ethics:

Paragraph 1.3.2.c): Advertising for weapons must refrain from trivializing or glorifying them. This is particularly relevant as the advertisement was perceived as aesthetically appealing but also trivializing.

Paragraph 1.3.2.a): When advertising weapons, the particular danger posed by their improper use must be taken into account. A warning such as “Weapons endanger health and life if handled improperly” is missing from the advertisement.

Paragraph 1.1.1: Advertising should be socially responsible, especially with regard to children and young people. The portrayal of weapons in a glamorous context could be considered irresponsible.

Paragraph 1.2.1: Advertising bears social responsibility and must respect human dignity. The advertisement could be perceived as inappropriate and disrespectful of social values.

Paragraph 1.5.2: No depictions may be made that portray behavior that endangers safety or encourages such behavior. The advertising could be interpreted as a call to violence or as trivializing the use of weapons.

So young and already such a stickler for rules. The question is how far you can take it. After all, the advertising council that has come onto the scene is simply an association that may be able to speak for its members, but for no one else. With this fatwa, it is easy to understand why “self-regulation” quickly sounds like censorship.

“Advertising must operate within the framework of existing laws. If these laws are not violated (defamation, incitement to hatred, etc.), the permissibility of communication and freedom of expression must not be restricted by any committee,” writes former NEO representative and media professional Niko Alm in a “Standard” commentary about the Advertising Council, which has often attracted attention for its idiosyncratic self-righteous behavior. He continues: "Do consumers need to be protected (by the Advertising Council) from questionable advertising? Hopefully, this question does not arise in the case of adults. The Advertising Council knows this too, which is why children are repeatedly used as a shield in its arguments.“ And in this case, too, it puts forward its argumentative kindergarten. Do none of them play computer games or go to the movies?

But ”despite the best of intentions,“ the Advertising Council contributes to the ”infantilization of a democratic public sphere" through its existence and actions, according to media expert Alm. Perhaps some people need a refresher course on pluralistic freedom of expression and diversity before making any moralizing decisions. This includes the realization that, given the subject matter, one can and may turn away in horror—and calmly move on.

More on SPARTANAT: 

This is the flagship store

If you want to see the pathogen for yourself:

📍 Flagship Store OBERLAND ARMS, 9020 Klagenfurt, Bahnhofstr. 12

Tue-Fri: 10:00 a.m.-12:00 p.m., 1:00 p.m.-7:00 p.m.

Sat: 10:00 a.m.-12:00 p.m., 1:00 p.m.-4:00 p.m.

Sun/Mon closed