Fairness in advertising

I've talked before about the notion of a fair go, but it's interesting to see how much it is now being forced on the Australian public consciousness through Government and political advertising.

In his Australia Day television advertisement, Kevin Rudd announced that:

The Australia I want for the future has a strong economy but one where we don’t throw the fair go out the backdoor.

The Government has introduced a fairness test in its workplace relations laws, which ensures fair compensation for workers when they are negotiating.

In its ads about changes to superannuation, the Government announces that income derived from superannuation is tax free when you're over 60:

Which is fair enough, because you’ve worked hard for it.

In its ads about changes to the regulation of private health insurance, the Government says that the penalty (extra surcharge) for not taking out private health insurance before the age of 30 will be dropped after you have had private health insurance for ten consecutive years:

That seems a fair reward for those members who have shown a long term commitment to the private health system

Fairness is the catch cry of the day.