An outdoor poster ad for Get Hard, an online gay sex toy store, seen in January and February 2022, featured a person wearing a gimp mask and a background of aubergine and peach emojis. Large text superimposed in-front of the person's face said GET HARD
and ANYONE CAN GET INTO IT!. The ad also included the URL www.WeGetHard.com.
The ASA received two complaints. The complainants challenged whether the ad was:
offensive because they believed it was overly sexualised; and
inappropriate for display in an untargeted medium where children could see it.
Get Hard Ltd said they used the tagline Get Hard. Anyone can. Get into it! to encourage an attitude of passion, grit, empathy, affection and self-care, that could be reached by anyone.
Get Hard said they wanted
to encourage people to be open with themselves and have fun with the topic of sex, rather than the over serious and frigid attitude they believed was held by many people.
ASA Assessment: Complaints upheld
The ad was displayed at an outdoor poster site in London, which was an untargeted medium and where the image was likely to be seen by children and adults.
The ad featured a person in what appeared to be a gimp
mask and large text that stated GET HARD. We understood that a gimp mask was an item of clothing worn by some people during sex who liked to be dominated. We considered that the image of the person wearing a gimp mask, which also emphasised their open
mouth, was overtly sexual. We also considered that the text GET HARD was likely to be understood as slang for an erection, which we considered was sexually suggestive. We further understood that the peach and aubergine emojis were commonly used as
references to a bottom and a penis, respectively, and often had sexual connotations. Taking the image of the person in the gimp mask together with the references to getting hard and the use of peach and aubergine emojis, we considered that the ad was
We concluded that, because the ad was overtly sexual and was displayed in an untargeted medium where it had the potential to be seen by a large number of people, including children, it was likely to cause serious
and widespread offence and was irresponsible. We concluded that the ad was unsuitable for outdoor display and therefore breached the Code.
The ad must not appear again in outdoor advertising. We told Get Hard Ltd to ensure that
their advertising was suitably targeted and to exercise caution when preparing ads for display in outdoor space.