Temptation to Censor…ASA Advertising censor offended by tempting ice cream

Based on article from asa.org.uk Read more ASA Advert Censorship on MelonFarmers.co.uk

An ad, which appeared in Delicious Magazine and Sainsburys Magazine, for Antonio Federici Gelato Italiano ice cream, showed a priest and a nun looking as if they were about to kiss. The nun was in full habit and the priest was wearing rosary beads around his neck and holding a pot of ice cream in his hand. Text stated KISS TEMPTATION. Ten complainants thought the suggestion of a kiss between a priest and a nun was offensive, because it demeaned people who had chosen to follow a religious vocation. ASA Assessment: Upheld The ASA noted the ad played on the theme of giving into temptation but stopped short of showing the nun and priest kissing. The ad stated KISS TEMPTATION and the two were portrayed in a seductive pose, as if they were about to kiss passionately. We considered that the portrayal of the priest and nun in a sexualised manner and the implication that they were considering whether or not to give in to temptation, was likely to cause serious offence to some readers. The ad breached CAP Code clause 5.1 (Decency) and must not appear again in its current form.