Discarded Whinge…ASA dismisses whinge about clothing advert set backstage with drinks bottles and clutter

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A magazine ad, for the clothing brand Bench, appeared in the spring 12 issue of Drapers Streetwear. It featured young people, who were on sofas in a backstage setting. There were crushed cups on the floor and various items, including more cups, drinks cans, fruit, bottled water and unlabelled alcohol bottles, were shown on a coffee table. A complainant challenged whether the ad was irresponsible, because she believed it was likely to appeal particularly to people aged under 18. ASA Decision: Complaint not upheld The ASA noted the ad included scenes from a backstage setting, which we considered were likely to appeal to under-18s who saw it, by being associated with youth culture. We also noted, however, the ad appeared in a trade-specific publication that was targeted at those aged over 18 years. We considered it was unlikely that under-18s would see the ad and therefore that its appeal to that age group was limited by it being targeted. Because it was not directed at people under 18, we concluded that the ad did not breach the Code. We investigated the ad under CAP Code rules 1.3 (Responsible advertising) and 18.1, 18.14 and 18.15 (Alcohol) but did not find it in breach.

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