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ASA Watch

2017: Oct-Dec

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Unsafe censorship...

ASA bans jacket advert featuring free runner Nighscape

Link Here23rd December 2017

A Facebook post for Superdry, dated 28 October 2017, included text which stated, This is the jacket that gives you a different view ft. Nightscape. The post included a short video of the free runner Nightscape, also known as Harry Gallagher, walking outdoors, along a high-up exposed steel support beam at night, high above a cityscape.

A complainant challenged whether the ad was socially irresponsible and encouraged an unsafe practice.

Supergroup Internet Ltd t/a Superdry said that Harry Gallagher, also known as Nightscape, was a professional parkour and free running athlete with a social media following. They did not consider that the ad was addressed to, or depicted children, as Nightscape was 20 years old and Superdry made apparel and accessories for adults; they did not have a children's range and their advertising was not targeted at children.

ASA Assessment: Complaint upheld

The ASA understood that the activity featured in the ad was free running and that this was regarded as an extreme urban/sport activity. In addition, we considered that the act of walking on an exposed beam, high above a cityscape, was a particularly extreme example of free running. We considered that the ad did not clearly present the activity as being part of a free running session, or highlight that this was an activity which should only be undertaken by such skilled and trained athletes, and that it was being undertaken by such a skilled, experienced and established athlete in this case.

We considered the short stylised clip of the activity, as well as the text This is the jacket that gives you a different view presented the activity in a positive light. While we acknowledged that the ad did not actively state that consumers should undertake the activity, the implication of the text in particular was that it was a fun and daring thing to do. We considered such elements in this context presented free running in a positive light and that the overall impression of the ad was that the advertisers normalised and condoned the activity, and in particular, the extreme act of free running on a high and exposed beam, which we considered was an unsafe practice.

We noted the view that Superdry made apparel and accessories for adults, they did not have a children's range and that their advertising was not targeted at children. However, we considered that their brand, the activity and, for those who had identified him, the influencer chosen to feature in the ad were all associated with youth culture. While we acknowledged the lack of ease of access to such a location meant it would not be an easy activity to emulate, we considered it was likely to appeal to some young adults as an act of dexterity and daring.

For those reasons, we concluded that the ad was harmful and irresponsible.

The ad must not appear again in the form complained of. We told Superdry to ensure their advertising did not condone or encourage an unsafe practice.



Stereotypical PC bullies...

Advert censor continues with its campaign to impose its own personal PC morality on advertisers

Link Here16th December 2017
New rule to ban harmful gender stereotypes next year

Ella Smillie from the Committees of Advertising Practice (CAP, the rule writing arm of ASA), announced that a new rule will be introduced in the UK Advertising Codes next year to ban what it claims as harmful gender stereotyping in advertising.

The review by the Advertising Standards Authority (ASA) on claimed harmful gender stereotyping in advertising, Depictions, Perceptions and Harm , published last summer, proposed stronger censorship of ads that feature stereotypical gender roles or characteristics including ads which mock people for not conforming to gender stereotypes.

Ella Smillie said:

Following the review, we committed to developing new standards on ads that feature stereotypical gender roles or characteristics. We are now developing a new rule and guidance on the depiction of gender stereotypes in ads, which we will consult on in spring, 2018.

The review claimed that harmful stereotypes can restrict the choices, aspirations and opportunities of children, young people and adults. These stereotypes can be reinforced by some advertising, which therefore plays a part in unequal gender outcomes, with costs for individuals, the economy and society. The review welcomed the ASA's track record of banning ads on grounds of objectification, inappropriate sexualisation and for normalising unhealthily thin body images, but claimed that more needs to be done on gender stereotypical roles and characteristics portrayed in ads.

The new rule will not ban all forms of gender stereotypes. There will not be a ban on ads depicting a woman cleaning or a man doing DIY tasks. But, subject to context and content considerations, however ASA would ban an ad which depicts family members creating a mess while a woman has sole responsibility for cleaning it up, or an ad that features a man trying and failing to undertake simple parental or household tasks because of stereotypes associated with his gender.

Ella Smillie, Committees of Advertising Practice, said:

Some gender stereotypes in ads can contribute to harm for adults and children by limiting how people see themselves, how others see them, and potentially restricting the life decisions they take. The introduction of a new advertising rule from 2018 will help advertisers to know where to draw the line on the use of acceptable and unacceptable stereotypes.

We'll set out our proposed new standards in Spring 2018 and openly consult on them.



Loose comment...

A whole load of time and effort taken to censor a trivial tweet

Link Here13th December 2017

A promoted tweet seen on 8 September 2017 featured an image of female presenters in their swimwear from a daytime television show and the text, You can put lipstick on a pig, but it's still a pig. #LooseWomen18.

A complainant challenged whether the ad was offensive because it was derogatory towards women.

ProgressPlay obtained a response from the Fruity King brand operator, who stated that the image along with text You can put lipstick on a pig, but it's still a pig was not derogatory towards women and that the link to them was meant to refer to the TV show, in which the women in the photo appeared in, as a low quality programme. Therefore, the text referred to the show and not to the women themselves.

ASA Assessment: Complaint upheld

We considered that the image shown in the tweet would be understood by viewers as intending to portray a positive image of women's bodies. However, we noted that the text You can put lipstick on a pig, but it's still a pig was shown above the image. We considered that this was specifically targeted at the women shown in the image and, consequentially, ridiculed what it represented.

Because of that, we considered that the image along with the text You can put lipstick on a pig, but it's still a pig was derogatory towards women and therefore concluded was likely to cause widespread offence.

We acknowledged that the ad would not appear again in its current form. We told ProgressPlay Ltd that their future advertising must not be derogatory towards women.



Free Balochistan may prove a little expensive for ASA...

The advert censor should stick to the widespread offence of the easily offended rather than get involved in the widespread offence of the internationally litigative

Link Here 4th December 2017
Full story: Transport for London Censors...Advert censorship
In early November the Transport for London (TfL) removed Free Balochistan adverts from London black cabs after pressure from the Pakistani government.

The World Baloch Organisation, which advocates for rights of the ethnic Balochs who live in the Balochistan regions straddling Pakistan, Afghanistan and Iran, launched its campaign on London's black cabs to highlight the war crimes and human rights abuses of the Islamabad government. The #FreeBalochistan adverts carry slogans saying Stop enforced disappearances and Save the Baloch people

The British High Commissioner in Islamabad was summoned to appear before the Pakistani Foreign Secretary, Tehmina Janjua, on Friday over the adverts which they said directly attack its territorial integrity and sovereignty.

Unsurprisingly TfL were quick to get the adverts off their property and to apologise for the offence, and this seems to have done the trick for them.

The UK advert censors at ASA have also got caught up in international complaints resulting from the TfL campaign particularly as the adverts have now appeared more widely on advertising spaces that are not related to TfL.

Now clearly ASA don't want to get involved in the political content of campaign advertising so their rules are more about offence and honest claims about products. So ASA responded to complaints noting that the adverts did not breach their deliberately apolitical advertising rules. Unfortunately the subtlety of not breaking rules has been interpreted more as approving the adverts. As explained in an article from :

The High Commission of Pakistan and a member of the public had referred the advert to the ASA, arguing the slogan Free Balochistan was irresponsible and offensive to the Pakistani diaspora and an attack on the sovereignty and territorial integrity of Pakistan.

In a letter to the World Baloch Organisation, which is running the campaign in London, ASA confirmed that it would not pursue the matter any further as there did not appear to be a breach of the code. The advertiser had a right to express their views, despite the issue of Baloch independence being a politically sensitive issue. The ASA's role was to assess what appeared within the ads, rather than making a broader judgment about the intent of the ad, or the political cause, being advertised.

The ASA Council considered that the tagline '#FreeBalochistan' was an invitation to find out more about a particular political campaign itself, and the ad itself did not make any specific claim that threatened the territorial integrity or sovereignty of Pakistan... the ad was unlikely to cause serious or widespread offence to members of the public in general.

#FreeBalochistan campaigners were clearly delighted and hailed the decision by ASA to allow a billboard campaign by the organisation to remain in place. Bhawal Mengal, the WBO's London spokesperson said:

Justice has prevailed. The ASA has affirmed that our campaign is within the U.K.'s rules and regulations. Moreover it has proved that Pakistan's narrative to malign our campaign is baseless and deceitful.

Of course the Pakistan government is not so delighted: The Pakistan High Commission says it's reviewing the ASA's decision and article from reports a source sating that Pakistan High Commission will now launch legal action against the ASA.

A spokesman for the Pakistan High Commission said that the ASA's response has been received which is being reviewed. The spokesman said that further course of action will be announced soon. It is an ongoing matter and we are in touch with the ASA.



Censors for the snowflake generation...

ScrewCaps advert banned for the widespread offence of one person

Link Here29th November 2017

A flyer for ScrewCaps UK, a manufacturer of fastener cover caps, was seen on 15 August 2017. The image featured a naked woman photographed from the back, with the shot slightly angled from below, wearing ski boots, gloves and skis, and carrying ski poles. Red text stating COVER UP partially obscured her bottom.

A complainant, who received the flyer with an order which had been made, challenged whether the ad was offensive and degrading to women.

Pro-Dec Products Ltd t/a ScrewCaps UK said they made a niche product which, whilst useful and practical, was not generally seen as aspirational or covetable. Therefore, to make their unsexy product more noticeable, and in keeping with the product's use in covering other elements, the concept behind their ad was to refer to covering up other things that would not be normally seen.

They said that in the nine years they had been trading in the UK, they had distributed in excess of 20,000 such brochures, using a variety of models in different circumstances around the same theme of covering up. They had received 14 complaints directly, in response to the brochures they had produced. They added that the ad in question had been received by 7,000 people and they estimated, due to the multiplier effect, that 16,000 people would have seen the ad. They had ensured that any customers who had complained directly to them would not receive any further brochures.

ASA Assessment: Complaint upheld

Although the ASA acknowledged that the use of a naked person was intended to create a visual pun linked to the concept of covering up and that some readers might appreciate that the use of such an image was intended to be comical in tone, we considered that the image of a naked woman in ski boots and carrying ski poles bore no relevance to the product being advertised, and that a link between the image of a naked woman on a ski slope and the product -- a cover cap -- was not one that people would normally make.

Although a slogan appeared over her bottom, we considered it would be clear to people that the woman was fully nude, bar her ski boots and gloves. We noted she had her back slightly arched to emphasize her bottom, and her breast was slightly visible from the side. We considered that her nudity was further highlighted as it appeared in the context of a ski scene, where people would ordinarily be warmly dressed. We therefore considered the female nudity was gratuitous and the pose and styling was provocative. On that basis, we considered the image could be seen to be sexually suggestive and degrading to women.

We acknowledged that ScrewCaps UK operated a business-to-business model and that this was generally the context in which their advertising would be seen. Although we considered it was therefore unlikely that children would see the ad, we considered that the image still had the potential to be seen by many people who were likely to find it offensive.

Because of the nudity and styling, as well as the woman's pose, we concluded the image was degrading to women and likely to cause serious offence.

The ad must not appear again in the form complained of. We told ScrewCaps UK not to use similarly sexually suggestive images in their advertising in future.



Organic censorship...

More ludicrous and politically correct censorship from ASA over a BOCA toothpaste advert

Link Here22nd November 2017

An ad for BOCA organic toothpastes was seen in the Raconteur supplement which was included in the Times newspaper on 28 July 2017. The ad featured a black and white image of the body of a naked woman, who was wearing only a pair of strappy heels. The woman in the image was shown reclining in a chair and facing a window, with one leg placed on top of a table by the window and the other on the ground. Her buttocks and her groin area were obscured by the arm of the chair. The woman was also shown to be holding a tube of the product.

Two complainants, who believed that the ad objectified women, challenged whether the ad was offensive.

ASA Assessment: Complaints upheld

The ASA noted that the image in the ad showed only parts of the model's body, including the lower parts of her breasts, her stomach, and her bare legs. We noted that her buttocks and groin area had been obscured by the arm of the chair, and her head, the top parts of the arms and torso, including her nipples, were out of the frame and therefore were not visible. We noted BOCA's comments that the model in the ad was not naked and acknowledged that the ad did not include explicit nudity. However, we considered that the way in which the model was depicted gave the impression that the model was fully nude.

We considered that the pose of the model, particularly given that she was shown as reclining with her parted legs facing an open window, was sexually provocative, giving the ad a voyeuristic feel. Furthermore, because the model's face was not shown, we considered that the visible parts of her torso, including her lower portion of her breasts, and the lower half of her body became the visual emphasis of the ad, which was likely to draw readers' attention. We also considered that the nudity and the pose of the model, and the provocative nature of the ad, bore no relevance to the product. Because the ad placed visual emphasis on the model's body in a sexualised manner and such nudity was unrelated to the product, we considered that the ad objectified the model depicted and invited readers to view her body as a sexual object. For those reason, we considered that the ad objectified women and concluded that it was likely to cause serious or widespread offence.

The ad must not appear again in its current form. We told BOCA to ensure that future advertising did not cause widespread or serious offence by objectifying women.



Sexist, degrading, and objectifying...

ASA recommends banned Godwin Smith shoe advert

Link Here17th November 2017

Ads for Goodwin Smith Shoes seen in August 2017:

  • a. An email included the claim Fancy a pair? and was accompanied by an image of three women wearing just knickers, with one woman's breasts exposed, the second covering her chest with her arm with her nipple exposed and the third posed in front of the others holding a pair of shoes over her chest. Above the image was the company tag line Bucking good shoes.

  • b. The company's own website, included the claim Fancy a pair? and was accompanied by an image of two women who were topless, wearing only knickers and covering their breasts with shoes.

  • c. A Facebook post seen on their own page included the text Watch the explicit campaign video on Youtube now accompanied by an image of three woman wearing just knickers, two women covered their breasts with shoes and the third covered her breasts with her arm.

  • d. A Facebook post seen on their own page included the text Watch the full [no under 18] version on Youtube now and featured the not suitable for under 18s emoji. Underneath was a still image of a video that featured a woman wearing black underwear on her knees in front of a fully clothed man who was holding a plastic machine which released paper money notes in quick succession at her face.

  • e. An email titled WE DID WARN YOU, which included the not suitable for under 18s emoji, showed an image of three women and three men. One of the women was topless and wore a saxophone around her neck. A second woman wore just a pair of knickers, high heels and a foam finger. She was pressed against a man and was slightly bent over showing her bare buttocks. The three men were fully clothed. Above the image was the company tag line Bucking good shoes.

  • f. A Youtube video appearing on Goodwin Smith's channel, titled FANCY A PAIR? (EXPLICIT VERSION) AW17. Before the video played, text appeared which stated Sign in to confirm your age. This video may be inappropriate for some users. The video contained three women and three men. For the duration of the video, the men remained fully clothed. In some scenes, the three women wore black lingerie and in others they were topless, wearing nude thongs and high heels. Throughout the ad the women were dancing and interacting with the men. One shot featured a topless woman with the phrase FANCY A PAIR? written on the screen. Other scenes included: a woman on her knees facing a man who was using a machine to shoot paper money notes into the woman's face; a topless woman serving a man a drink; and men shaking up a bottle of liquid, then spraying it across the room.

Nine complainants challenged whether the ads were offensive because they were sexist, objectifying women, and degrading to women.

Redfoot Shoes Ltd t/a Goodwin Smith said that the campaign had attempted to portray a fantasy concept in which the men were portrayed as being confident; this was not meant to degrade women. They also said that their typical consumer was men aged between 22 and 45 years, with an interest in sport and other luxury brands associated with clothing and lifestyle. The ads had been formulated specifically for potential consumers within their target demographic, therefore they felt the platforms used to promote the campaign would only been seen by consumers who had actively chosen to receive or view the content. They provided evidence of the impact of their social media posts and stated that some of their most popular posts featured photographs of women in provocative poses. Based on this history, they believed they provided a marketing campaign that would be well received by their customers. They also informed us that there were two versions of the video and the version featuring the women topless came with a warning of the explicit content.

ASA Assessment: Complaints Upheld

The ASA considered that a number of scenes in ad (f), such as the opening shot of a topless blonde woman with the phrase FANCY A PAIR? shown on screen and the shot with a woman in her underwear on all fours with the product on her back, were sexually suggestive and that for most of the video the women danced in a seductive manner.

We considered that in the ads the men were portrayed in a manner viewers were likely to interpret to mean that they were successful, suave and aspirational. For example, during ad (f) they were smartly dressed and well groomed, were consistently seen to be confidently interacting with the women, and had their names appearing on-screen with aspirational character descriptions, such as the ladies man[sic], the baller and the rebel. In contrast, we considered the women to have been portrayed in a subservient position -- for example, throughout the video the men remained fully clothed, whereas the women wore either only a nude coloured thong or a lingerie set. Scenes included one shot in which a woman was seen serving a man alcohol whilst just wearing a thong and in another in which a woman was on her knees facing a man who was using a machine to shoot banknotes into her face. We considered the general content of ad (f), and those scenes in ad (f) in particular, to be both sexually suggestive and degrading to women, and therefore likely to cause serious offence.

Goodwin Smith acknowledged that the ad was explicit and stated they had highlighted this feature of the campaign in ads (c)--(e) using phrases such as We did warn you accompanied by the not suitable for under 18s emoji and Watch the explicit campaign video on Youtube now. We considered ads (a)--(e) were similar in style to ad (f) -- for example, the ads included images such as two women in their underwear covering their breasts with the shoes. We considered that topless and lingerie-clad women were irrelevant to the shoes being advertised and that the general tone of the ads was also both sexually suggestive and degrading to women. We did not think that the warnings provided were sufficient to counter the likely offence caused by the scenes in the ad.

Because the ads were sexist, degrading to women, and objectifying women, we considered that they were likely to cause serious and widespread offence, including to Goodwin Smith's potential customer base. We concluded they were therefore in breach of the Code.

The ad must not appear again in its current form. We told Goodwin Smith to ensure that in the future their ads were socially responsible and that they did not objectify women.



Distressing censorship...

ASA bans Royal Mail bank raid video advert from post watershed video on demand

Link Here15th November 2017

A paid-for video ad on Twitter and a Video On Demand (VOD) ad for Royal Mail:

a. The video ad on Twitter, seen on 27 July 2017, featured a scene with customers and staff in a bank. A short while later a gang of men in balaclavas with baseball bats entered the bank and shouted, This is a robbery. The staff and customers in the bank were made to get on their knees with their hands held up and were threatened with the baseball bats. One female member of staff was grabbed repeatedly by the shoulder and the wrist and asked her full name and date of birth by one of the assailants. Other customers were asked similar questions about their personal identity, passwords and log-in details, while a member of the gang appeared to type the information on a hand-held electronic tablet. One customer offered a gang member money to which he said, We don't want your money. Throughout the scene the members of the public, which included a child, were shouted at aggressively by the assailants, appeared scared and some were crying. One gang member asked another, Got it? they replied, Got it all, after which the gang left the bank. On-screen text stated Your identity is now your most valuable possession. Text at the end of the ad stated, LET'S BEAT IDENTITY FRAUD followed by text that stated Visit our ID Fraud Centre for help and advice, accompanied by the Royal Mail logo and the text, The future in safe hands.

b. The VOD ad, seen on ITV Player on 9 August 2017 at approximately 9.00 pm during an episode of Coronation Street, was the same as ad (a).

Seven complainants challenged whether ads (a) and (b) were likely to cause fear and distress without justifiable reason, particularly for those who had been victims of violence, and whether ad (b) was inappropriately placed at a time when children could have been viewing.

ASA Assessment: Complaints upheld

The ASA noted that Royal Mail had sought and followed advice regarding the ad's placement from Clearcast and CAP's Copy Advice team, and acknowledged that the ad had not been shown on VOD before 9 pm. We concluded therefore, that it was unlikely that children had seen ad (b).

We acknowledged that identity fraud was a growing problem and it was important that steps were taken to inform the general public about how serious it was and how they could protect themselves. While we understood that the scenario of a bank robbery was chosen to emphasise the seriousness of the crime, we noted that this was not among the common scenarios in which identity fraud was perpetrated. As a result, we considered that consumers would not be able to clearly see from the ad how they could protect themselves, for example by avoiding certain actions that could make them potentially vulnerable to identity fraud. We noted the ads' reference to the Royal Mail's ID fraud centre, but it did not appear until the very end of the ad, during which time the scenario was presented without explanation or context.

Furthermore, because the setting of the ad was recognisable and showed ordinary people, including a child, being shouted at aggressively by criminals, lying on the floor and trying to hide behind furniture, and looking visibly frightened, the impact was heightened and there was an added sense of threat. Because of this, we considered it to be reminiscent of other crimes or situations that people may have experienced that extends beyond the bank robbery depicted and therefore could trigger negative emotions for those who had been victims of violence. We did not consider that the use of baseball bats made the ad less violent than if knives and guns had been used, as the bats were often shown held in a threatening manner by the criminals or positioned next to customers heads.

We understood Royal Mail and ITV's view that the ad served to highlight a serious and growing crime and to assist customers to find information to protect themselves. We noted from the results of the test sample of viewers that the ad may have increased ID fraud awareness for those who had seen it. We also noted that Royal Mail had amended the Twitter ad so that a warning appeared accompanying the video and that they did not intend to use the ad again. However, we considered that the overall presentation of the ads, as seen by the complainants, was excessively threatening and distressing to the extent that it overshadowed the message the ad intended to convey. We concluded the ad was likely to cause fear and distress to viewers, in particular to victims of violence, without a justifiable reason.

We told Royal Mail to ensure that in future their ads did not cause fear or distress without justifiable reason.



The thin line between censorship and repression...

Adverts censors ban travel advert over thin model

Link Here8th November 2017

A magazine ad for Condé Nast Traveller Magazine seen in Glamour Magazine on 22 June 2017 featured a model posed on a beach.

A complainant believed the model looked unhealthily thin and challenged whether the ad was socially irresponsible.

ASA Assessment: Complaint upheld

The ASA considered that while the model appeared to be in proportion, the angle of the image drew attention to her slimness, particularly her legs which looked very long and thin. We also noted that she was part way through twisting and that the outline of her body could be seen through her top, emphasising the narrowness of her waist. We acknowledged that the ad was for a travel magazine and that its focus was not supposed to be on the model or her clothes; however, we considered that the model was the focal point of the image, therefore we concluded that the ad made the model look unhealthily thin and that the ad was irresponsible.

The ad must not appear in its current form. We told Condé Nast Publications Ltd to ensure that in the future their ads were prepared responsibly.



Blood suckers...

ASA takes a bite out of's fake tattoo business

Link Here1st November 2017

A pop-up banner ad promoting the website, which appeared in the in-game app, Simon's Cat Crunch Time and was seen on 24 July 2017. The ad featured an image of a fake tattoo which looked like a bite mark on a woman's chest.

The complainant challenged whether the ad had been targeted responsibly, because they believed it could cause harm to children who saw it. did not respond to our enquiries.

The publisher of the app Strawdog Studios, said they had not intended to display the ad to their users and explained that it had been served through a third-party Application Programming Interface (API). Their set up with the API was intended to filter out ads like the one complained about. They explained that because of the large volume of ads they served, it occasionally happened that an ad was not caught by their filter and in that situation they would remove the specific provider manually. They also did this when people complained to them directly, although they had not received any direct customer complaints about the ad. They said they were not going to serve any further ads from

ASA Assessment: Complaint upheld

The ASA was concerned by's lack of response and apparent disregard for the Code, which was a breach of CAP Code rule 1.7 1.7 Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code. (Unreasonable delay). We reminded them of their responsibility to provide a response to our enquiries and told them to do so in future.

The ASA understood that Simon's Cat Crunch Time was an in-game app that featured a cartoon cat. The aim of the game was for the player to help the cat find his treats. We considered the app was likely to have strong appeal to children and therefore children were likely to have seen the ad. We noted that it was not clear from the ad that the product shown was a fake tattoo and we considered that the image, of a bite mark on a woman's chest which was red and bloody, might cause distress to children who saw it. Because of that, we considered the ad had not been targeted responsibly and therefore breached the Code.

The ad must not appear again in an untargeted medium. We told to ensure that ads were appropriately targeted.



Guilty until proved innocent...

Quiz clothing advert cleared of underage sexualisation but not before the company had been terrorised into taking down the adverts

Link Here4th October 2017

A poster for Quiz Clothing, a clothing retailer, seen in June 2017. The ad depicted a young woman wearing ripped jeans and a bardot-style top, who was sitting in the window of an ice cream van and licking an ice cream.

Two complainants, who both believed the ad appeared to sexualise a child, objected that the ad was irresponsible.

Tarak International Ltd t/a Quiz Clothing said they were sorry that the image had caused discomfort, and that no offence was ever intended, nor was the advert meant to be perceived as sexually explicit. They said their Lost in Summer campaign centred around the fun, everyday activities enjoyed by their consumers during the summer months, and that the ad was relevant to that concept. They said the model in the image was 25 years old at the time of shooting and the thought of sexualisation was never in consideration, nor was it ever intentionally implied.

To avoid any further issues, they had taken steps to remove the image from their digital channels, and the one remaining ad on an outdoor poster site was being taken down. They said they had no plans to use the image again in the future.

Exterion Media said they had reviewed the ad based on their guidelines and did not feel that the model would be considered to be a child or that the image was of a sexual nature.

ASA Assessment: Complaints Not upheld

The ASA acknowledged that the model was 25 at the time the photograph was taken. While the model did appear youthful, she did not appear to be under the age of 16.

We noted that the ad did not feature any explicit sexual references or nudity. The model was sitting with her legs apart, and we considered that this, combined with the fact that she was staring at the camera and licking an ice cream could be seen by some as sexually suggestive. However, we considered that the model's overall pose and expression were not sexually provocative, and the ad was therefore likely to be seen as no more than mildly sexual.

Given the above, we concluded that the ad was unlikely to be seen as sexualising children or be seen to be irresponsible.



Amongst the small ads...

David Currie takes over as the chief advert censor of ASA

Link Here3rd October 2017
David Currie has become the new Chairman of the Advertising Standards Authority (ASA).

David is an accomplished regulator, having acted as the inaugural Chairman of both Ofcom and the Competition and Markets Authority (CMA). He sits in the House of Lords as a cross-bencher. As Chairman he will lead the 13 member ASA Council, Board of the ASA and the body that rules on whether to uphold complaints about ads.

The ASA Council also oversees much of the regulator's pro-active work, with recent initiatives including: tougher standards on broadband prices in ads to ensure consumers aren't misled; research into how consumers understand was and now prices to establish whether more needs to be done to avoid misleadingness; a commitment to new standards to remove harmful gender stereotypes in ads from 2018.

David Currie, incoming ASA Chairman said:

The vast majority of ads in the UK are responsible, but where an ad is misleading, harmful or offensive the ASA is here to put it right. As I take up the chairmanship of the ASA, newer forms of online advertising continue to gain ground, including native and influencer ads and those whose targeting is based on consumers' preferences. Across all of these spheres, as well as in the traditional media, the ASA's mission remains the same -- to make every UK ad a responsible ad .

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