A radio ad for Newsquest Media (Southern) Ltd t/a S1 Cars featured two women talking. One said to the other, Remember when I told you about that problem ... well, the flashing hasn't stopped and I'm really regretting that full body wax now. The
other replied, Ugh, I did that once. I'm still aching. Have you tried online? What about this one? The first woman said, Look at that body. Now that is a total ride. All it needs is a quick spit and polish. Yeah not too old and a right go-er I'll
bet. Oh and I love all that leather. Her friend replied, See, you just need to know where to look. A male voice stated, With a huge range of makes, models and prices, you're guaranteed to find a total ride at S1Cars.com.
Six complainants, who believed the sexual innuendo in the ad was likely to cause offence, challenged whether the ad breached the Code.
Assessment: Complaints not upheld
The ASA noted that the ad featured two women ostensibly talking about used cars that they were viewing online, and that the ad contained sexual innuendo, for example, references to Now look at that body. That is a total ride, All it needs is a
quick spit and polish and a right go-er I'll bet. We also noted that the voice-over at the end said, ... you're guaranteed to find a total ride at s1Cars.com. We understood that the term a total ride was slang in Scotland, where the ad was
broadcast, for someone who was sexually attractive. We considered that the innuendo in the ad was relatively mild and light-hearted, and whilst some listeners may have found it distasteful or coarse, it was unlikely to cause serious or widespread
Two ads for Lewis Oliver Estates, an estate agent, seen in April and June 2018:
a. A poster ad featured an image of a topless man wearing fitted boxer shorts. The image was cropped so that only the model's torso and thighs were visible. Text stated WOW! WHAT A PACKAGE. A roundel containing the text Fully managed letting
service was placed over the model's crotch.
b. A leaflet featured the same image and text as ad (a).Issue
Two complainants, who believed that the image was irrelevant to the service being advertised and objectified the man, objected that the ad was offensive.
ASA Assessment: Complaints upheld
The ASA noted that the ad was for an estate agent, and the image of a topless man bore no relation to the product being advertised. While the pose was only mildly suggestive in nature, we noted that the man's head was cropped out of the picture,
which invited viewers to focus on his body. We considered that the phrase WOW! WHAT A PACKAGE, in combination with the service information placed over the model's crotch, was a clear reference to male genitalia. Taking the image, strapline and
placement of the roundel into account, we considered that the ad was likely to have the effect of objectifying the man by using his physical features to draw attention to an unrelated product. We concluded that the ad was likely to cause serious
offence to some people.
The ads must not appear again in the forms complained about. We told Lewis Oliver Estates Ltd not to portray men in a manner that objectified them and was likely to cause serious or widespread offence.