Thanks for Sharing…Life as a PC addict is hard for ASA

Posted: 12 March, 2014 in ASA Advert Censor
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See article from asa.org.uk

thanks for sharing video A TV ad for the film Thanks for Sharing began with a shot of a city, followed by quick shots of two billboards featuring women in their underwear. A voice-over stated, Life as a sex addict – it’s hard. Further scenes showed a male character being caught filming up his female boss’s skirt, and rubbing his groin against a woman’s bottom on a subway train. Another male character was shown on dates with a woman, followed by a scene in which she was seen approaching him seductively, wearing lingerie, and saying, Hey baby, you wanna dance? The voice-over stated Thanks for Sharing.

The ad was cleared by Clearcast with an ex-kids restriction.

The ASA received five complaints:

1. Two complainants challenged whether the ad was offensive, irresponsible and harmful, because it depicted non-consensual sexual acts and a women dressed in a sexually provocative way.

2. All the complainants challenged whether the ad was suitable for broadcast at times when children might be watching.

ASA Assessment

1. Not upheld

The ASA acknowledged the ad included scenes of non-consensual sexual behaviour, but noted the incident in which the man filmed up his boss’ skirt was described as the reason he was sacked from his job, and when he rubbed himself against a woman on a subway train she turned and punched him in the face. We considered the ad conveyed that the man’s actions were unacceptable and that it was right that he was punished for them. We acknowledged the ad also included a scene in which a woman in lingerie approached a man in a sexually provocative way, but we noted there was no explicit nudity, the scene was brief and there was no physical contact between the characters.

We concluded the ad did not condone or encourage harmful discriminatory behaviour or treatment, crime or anti-social behaviour, and that it was unlikely to cause serious or widespread offence or harm.

2. Upheld

As noted above, whilst we concluded the ad was unlikely to cause serious or widespread harm or offence, we considered its sexual content meant that it was not suitable for children, and we therefore considered the ex-kids restriction imposed by Clearcast was appropriate.

However the ASA found that some of TV programmes around the adverts did in fact appeal to kids and so upheld the complaints about the scheduling.

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