Advertising News

Models with anatomically impossible breasts are being used to seduce female clients to undergo cosmetic surgery that creates unrealistic expectations , senior plastic surgeons said.

Turning their fire on parts of their trade, the British Association of Aesthetic Plastic Surgeons (BAAPS) said digitally enhanced pictures of bikini-clad women in ecstatic poses should be banned in advertisements.

Promoting lunch-time face-lifts, which could not be carried out in the time, and financial discounts worth up to £250 to reward clients who signed up quickly should also be outlawed, the association said.

The association represents around a third of cosmetic surgeons in the UK but has no powers to regulate the multimillion pound industry, which is growing rapidly.

Douglas McGeorge, the president of the association and a consultant plastic surgeon, said: BAAPS has been increasingly concerned about the standard and style of today's cosmetic surgery advertising. Surgery is a serious undertaking which requires realistic expectations and should only proceed after proper consultation with a properly qualified clinician in an appropriate clinical setting.

He added: It would be lovely to have a lunchtime facelift. But it simply does not exist. The association had complained to the Advertising Standards Authority about some of the advertisements, but by then the damage had been done, he said.

An Internet ad on YouTube, for a mobile phone ringtone, was headlined MEET ACHMED and depicted a skull with red eyes. He was wearing a white head dress and text in a speech bubble stated SILENCE!! I KILL YOU . A text box stated Click here.

1. Four complainants objected that the ad was deeply offensive and disrespectful to the Muslim religion.

2. Two of the complainants felt it was offensive and insensitive to those who had been victims of terrorism.

ASA Assessment 1. & 2. Not upheld

ASA noted the ad was for a ringtone related to a comedy character that was well known in the USA and that the video of Achmed the dead terrorist had been viewed on YouTube over 54 million times worldwide.

We noted comedy touched on contemporary issues including terrorism. We also noted Xtendmedia said they had taken steps to target users who would be aware of the show and would find the ad humorous.

We considered that, whether or not viewers were aware of the show, some may find the character and the comedy theme of terrorism distasteful or offensive. We considered, however, the part of Achmeds head dress shown in the ad was not recognisable as belonging to any religious tradition. We considered that the text SILENCE!! I KILL YOU would be viewed as light hearted and was unlikely to be seen as a serious threat. We considered that the ad was an accurate representation of the product and concluded that because the ad itself contained no direct reference to terrorism or the Muslim religion, it was unlikely to cause serious or widespread offence to viewers of YouTube.

We investigated the ad under CAP Code clauses 5.1 and 5.2 (Decency) but did not find it in breach.

Update: Banned in South Africa

7th October 2008. See article from livenews.com.au

A ringtone commercial, featuring Jeff Dunham's puppet was banned in South Africa, following complaints from a Muslim man who had filed that the ad was offensive to the Islamic religion.

Moegamat Khan argued to the South African censor that the character suggested that all Muslims were terrorists.

Two TV ads for the video game Condemned 2 have been censured by the ASA

a. The first ad, which was cleared by Clearcast with a post-9 pm restriction, showed scenes of violence including a man punching another on the floor and blood splattering on the screen as a man was beaten with a club. The ad ended with a close-up of an eye, surrounded by blood, looking through a spy hole. On-screen text stated: CONDEMNED 2 Out Now ...

b. The second ad, which was cleared by Clearcast with a post-11 pm restriction, was longer in duration. It included the same violent scenes and on-screen text but also included further scenes and a voice-over that stated Where is former agent Thomas? He must be warned, he must know that it's not over. This time, as the characters fought, noises could be heard which seemed to express pain and the force of their exertions.

The ASA received nine complaints:

1. Most of the complainants thought ad (a) condoned violence and was offensive and distressing. One complainant said the ad was inappropriate for broadcast at any time.

2. Some of the complainants thought ad (b) condoned violence and was offensive and distressing. Two complainants said the ad was inappropriate for broadcast at any time.

ASA Assessment: 1. & 2. Upheld

We considered, however, that both the post-9 pm and post-11 pm versions showed the same violent images of blood, beating with clubs and punching and that, with the exception of duration, the differences between the two ads were not significant.

We noted the ads were intended to demonstrate the likely experience of a consumer playing the game. We considered, however, that the ads contained scenes of graphic and brutal violence which, although computer-generated, were realistic in appearance. We noted in particular that both ads showed a man punching another on the floor and blood splattering on the screen as a man was beaten with a club and considered viewers were likely to find those scenes offensive and distressing and to see them as condoning real violence and cruelty.

We considered that, with particular reference to the scenes described above, they were likely to offend or distress some viewers whatever time they were shown and both ads should be withdrawn from transmission completely.

The ads breached CAP (Broadcast) TV Advertising Standards Code rules 6.1 (Offence), 6.2 (Violence and cruelty) and 6.4 (Personal distress).

The story was a brilliant excuse to print Eva Herzigova's infamous Wonderbra ad yet again

According to a pointless piece of eye-rolling anti-EU extrapolation that appeared in a number of newspapers, a smattering of MEPs are calling for the introduction of strict new advertising guidelines that could eventually lead to Eva Herzigova's breasts being taken out and shot.

But wait, it doesn't end there. As the Daily Mail goes on to explain, This being the EU, it is not simply raunchy advertising that is in danger ... It wants anything which promotes women as sex objects or reinforces gender stereotypes to be banned ... Any campaigns which are deemed sexist might have to go ... [such as] the bare-chested builder with a can of Diet Coke in 1996 ... Even famous adverts such as those featuring the Oxo family, with Lynda Bellingham as the housewife, might be deemed sexist.

Inevitably, the minuscule conker of reality at the heart of this shitcloud is markedly less interesting than all this talk of a wild banning outbreak might suggest. Once you remove all the "mights" and "coulds" and other weasel words from the article, you're left with nothing but a report from the EU women's rights committee (doubtless a barrel of laughs at parties), which merely suggests governments should use their existing equality, sexism and discrimination laws to regulate advertising.

See article from guardian.co.uk

A TV ad, for Kronenbourg 1664 lager, began with a male voice-over that said Lets open this new Kronenbourg 1664, with Dynamo Systeme .

The ad then showed a number of French professional chefs in a kitchen. The chefs carried a very large bubble to a work surface, while one chef said I want small bubbles, you know. The ad then showed the chefs using culinary knives to rapidly slice the bubbles into smaller bubbles. Other utensils were also used, including a grater, to reduce the bubbles in size. One scene showed a chef looking into the camera using a small knife to pop three bubbles. Another scene showed a different chef moving quickly towards the camera holding a knife and bursting a bubble in mid-air.

The ad ended with a close-up of the bubbles in a pint of the lager. One of the chefs proclaimed lovely bubbles , while on-screen text stated SMALLER BUBBLES. SMOOTHER TASTE.

Eight nutters challenged whether the ad:

1. encouraged or condoned violence
2. linked alcohol with aggressive or antisocial behaviour.
3. One viewer challenged whether the ad linked drinking with an activity which was potentially dangerous after consuming alcohol.
4. The ASA challenged whether the ad was likely to appeal strongly to under 18-year olds by reflecting youth culture.

Scottish & Newcastle UK Ltd (Scottish & Newcastle) said they took their responsibilities as an advertiser very seriously. They said the context of the ad was important and pointed out that knives were legitimate tools for chefs practicing their trade. They felt that the role of the knives in the ad was clearly defined and pointed out that they were being used to chop and slice bubbles in a similar manner to food being prepared in a professional kitchen and were not being used as weapons in any way.  They did not feel that the ad depicted or condoned violence or antisocial behaviour.

Clearcast acknowledged that recent media reports had highlighted the problems with knife crime. However, they endorsed Scottish & Newcastle's response and added that they did not feel they could prevent ads from showing knives being used in a legitimate manner. They pointed out that the ad was somewhat surreal and, although the chefs were chopping bubbles, the knives were used in a responsible manner.

ASA Assessment

1. & 2. Not Upheld

The ASA understood that there were serious concerns about knife crime, particularly in light of a number of recent high-profile stabbings. We did not dismiss those concerns lightly, however we considered that the ad showed knives in an entirely different context. We considered that the knives were not depicted as weaponry and the chefs did not engage in threatening, violent or antisocial behaviour whilst using the knives.

Although the ad was shot in such a way as to give the impression of a high-energy environment, we noted that the chefs did not appear aggressive or antisocial at any stage. We concluded that the ad was unlikely to encourage or condone violence, or link alcohol with aggressive or antisocial behaviour.

3. Not Upheld

We acknowledged that the ad did not show alcohol being consumed in the kitchen scenes. We noted that the scenes which showed the chefs using their knives did not show any of the characters drinking alcohol and we considered that it did not give the impression that they were working under the influence of alcohol. We concluded that the ad was unlikely to be seen as linking drinking with an activity which was potentially dangerous after the consumption of alcohol.

4. Not Upheld

We considered that, because the dance track was over 10 years old, and the song had not been made popular since, it was unlikely that it would hold strong appeal for under 18-year olds.

A series of four posters, which all appeared on the same street in Edinburgh, advertised the William Wallace attraction at the Edinburgh Dungeon and portrayed either a dismembered arm or leg.

In each case the severed arm or leg had cuts and open sores that oozed blood and deep ligature marks appeared around the ankles and wrists. Text on the four posters stated "William Wallace ..." , "hung, drawn and quartered ..." , "and made an exhibition of" and "First on your right" respectively. In the fourth poster the fore-finger was in a pointing position. All posters displayed the logo and address of the Edinburgh Dungeon.

Three complainants believed the posters were offensive and distressing and unsuitable for general display.

ASA Assessment: Upheld

The ASA noted the complainants' concern that the posters were too offensive for general display. We also acknowledged Merlin's argument that the severed limbs shown were not brightly lit and, unlike an earlier display, were less graphic as no bone was displayed.

We recognised that the tone of the ads, although not to everyone's taste, was intended to be darkly humorous and considered that adults would understand that to be the case. We noted the posters appeared in close proximity to each other and were not seen in isolation; it was clear, therefore, from the message they conveyed as a group, that they referred to an exhibition at the Edinburgh Dungeon and the final poster, with a finger pointing out the location of the attraction, highlighted this in a tone, that was, although somewhat ghoulish, intended to be amusing. We considered that the posters were unlikely, therefore, to cause serious or widespread offence amongst adults.

We noted, however, the limbs on each poster appeared very badly maimed with realistic ligature marks and open wounds, which were explicitly horrific in their portrayal and the graphic depiction of torture they represented. Therefore, although we acknowledged that it was clear to adults that the posters represented a display at the Edinburgh Dungeon, we considered that the images could cause distress to young children, who were likely only to focus on the images and would not understand their meaning or that they were intended to be humorous.

We concluded, therefore, that in the context of an untargeted medium such as a poster where they could be seen by a general audience including children, the images were too shocking and were, therefore, irresponsible.

The posters breached CAP Code clause 2.2 (Responsible advertising) and 9.1 (Fear and distress), but did not breach clause 5.1 (Decency).

The European Parliament is calling on member states to tackle the issue of gender stereotypes in advertising through public information campaigns.

An EU report, drafted by the legislation objects of the Women's Rights Committee, was adopted by a large majority in the European Parliament today.

It pushes for education initiatives to be introduced that will combat the structurally embedded stereotype images of women and men we find all around us.

The report argues that gender stereotypes are used in advertising to the financial gain of big business and that women have suffered by being represented as objects.

It also calls on member states to monitor ad campaigns and to remove stereotyped and degrading images of women from advertising while introducing regulatory measures to promote balanced and diverse portrayals of women by the media.

The report recommends especially close policing of the use of nudity and noticeably thin women in ad campaigns.

Report author and legislation object Eva-Britt Svensson also highlighted digital media as being of particular concern, especially the portrayal of women in the majority of video games and their supporting advertising.

The ASA received complaints about two posters for the film Wanted .

a. One poster showed the profile of the actress Angelina Jolie. She was crouched with her elbow resting on her knee and was holding a gun pointing upwards. In the background the actor James McAvoy held a gun in each hand, pointing towards the reader.

b. Another poster was headlined 6 WEEKS AGO I WAS JUST LIKE YOU ... and stated AND THEN I MET HER ... AND MY WORLD WAS CHANGED FOREVER . It showed several images, of various sizes, of Angelina Jolie and James McAvoy and one of the actor Morgan Freeman.

One image of Angelina Jolie showed her laid across the bonnet of a car on her back. She was facing the reader and holding a gun, which pointed in the opposite direction. A final caption next to an image of Angelina Jolie stated ONLY A FEW PEOPLE IN THE WORLD HAVE OUR ABILITIES, YOU ARE ONE OF THEM. WE WILL TRAIN YOU TO LET YOUR INSTINCTS GUIDE YOU. THIS IS YOUR DESTINY, JOIN US . She was facing the viewer and firing a gun. The bullet curved towards the audience and was engraved with GOODBYE.

1. 17 complainants objected that the ads were irresponsible because they glorified and glamorised gun crime. They felt the ads condoned or were likely to provoke violence or antisocial behaviour.
2. Of those complainants, 7 also objected that the posters were unsuitable to be seen by children
3. 7 of the complainants believed the ads were offensive at a time of increasing public concern about gun crime, particularly when seen in those areas most affected.

ASA Decision

1. Upheld

The ASA noted the posters were intended to communicate the theme of the film, which was based on a comic book story about assassins.

We noted Angelina Jolie, an actress generally recognised as being glamorous, featured in both ads and in ad (a) the gun she held featured prominently. We noted James McAvoy's character appeared in an action pose in ad (a) and the guns he held were pointed towards the reader; and that several guns were depicted in ad (b).

We noted one of the guns in ad (b) had recently fired, a moving bullet was shown and the ad featured other images related to the use of guns, including a bullet sprayed target; furthermore, Angelina Jolie was shown, holding a gun, in a pose that may be considered provocative.

We acknowledged most viewers would understand the posters reflected the content of an action film. However, we considered, that because the ads featured a glamorous actress, action poses, several images of or related to guns and aspirational text, they could be seen to glamorise the use of guns and violence. We concluded both ads could be seen to condone violence by glorifying or glamorising the use of guns.

2. Upheld

We concluded that the ads were not suitable to be seen by children because they could be seen to condone violence by glorifying or glamorising the use of guns.

3. Not upheld

The ASA acknowledged that gun crime was a source of public concern and had caused distress to local communities. However, we considered most members of the public would understand that the posters reflected the content of an action film. We therefore concluded they were unlikely to cause serious or widespread offence.