Background
Summary of Council decision:
Two issues were investigated, both of which were Upheld.
Ad description
An ad for Esselle Pole Repairs seen in Match Fishing magazine was headed "BROKEN YOUR POLE?" and featured an image of a woman, seen from behind, wearing only a bra and thong. Her hands were placed on her buttocks, and half of a broken pole was in each hand. A red 'CENSORED' sign was placed over part of the image to obscure the woman's buttocks. Further text stated "DON'T DESPAIR WE CAN REPAIR! Crushed or broken sections, split or worn joints, full pole refurbishment. All repairs using high-grade carbon cloth and fully guaranteed".
Issue
The complainant challenged whether:
1. the ad was offensive, because it was overtly sexual and demeaning to women, particularly those who were interested in angling, and because it bore no relationship to the service advertised; and
2. the ad was irresponsible, because it was inappropriately placed in a magazine that might be read by children.
Response
1. & 2. Esselle Pole Repairs said they covered up the image in the ad with the word "CENSORED" after a previous complaint about the ad, without this word, had been 'Upheld' by the ASA. They did not believe the ad or the image was offensive. They said the placing of the word meant it was difficult to make out the image of the woman behind it, you could not clearly see what she was wearing, and the only parts of her body on show were her shoulder and leg. They did not believe the word 'censored' could be overtly sexual, demeaning to women or irresponsible.
The publisher of the magazine, David Hall Publishing (DHP), said that since a previous complaint about an ad for Esselle Pole Repairs had been 'Upheld' the ad had been changed, and that they did not have any further comments to make. They said they had not received any other complaints about this ad.
Assessment
1. Upheld
The ASA considered that, although large text stating "CENSORED" was placed vertically across it, the image in the ad was clearly of woman wearing only a bra and thong shown from behind. We considered that the text drew attention to the woman's bottom and that, although it was not sexually explicit, the image had sexual connotations. It bore no real relevance to the advertised services, and we considered it was likely to be seen to degrade and demean women by linking pole-dancing to fishing-pole repairs. We concluded the ad was likely to cause serious offence to some people.
On this point the ad breached CAP Code (Edition 12) rule
4.1
4.1
Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.
The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code.
(Harm and offence).
2. Upheld
We noted the complainant had previously purchased the magazine for her young daughter, who was involved in a junior angling club. We considered it likely that children would represent only a small proportion of the readership of the magazine but nonetheless considered that the ad was not suitable to be published in a magazine where it could be viewed by children. We therefore concluded the ad was irresponsible.
On this point the ad breached CAP Code (Edition 12) rule 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Responsible advertising).
Action
The ad must not appear again in its current form.
