Old cranks in need of replacement…ASA Pedants whinge at advert for motor parts supplier

Posted: 15 June, 2014 in ASA Advert Censor
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Read more ASA Watch at MelonFarmers.co.uk

spartan motor factors logo The home page of http://www.spartanmotorfactors.co.uk, a motor vehicle parts supplier, featured a close-up picture of a woman’s bottom clothed in fishnet tights and underwear shorts with the company’s logo printed on them. Text stated Small enough to offer the personal touch. SHORT & ROUND .

An internet user challenged whether the ad was offensive, because it objectified women.

Spartan Motor Factors believed their advertising was no different from that of other car part suppliers in Wales. They said the ad had been removed from their website.

ASA Assessment: Complaint upheld

The ASA considered that, although the close up image of a scantily clad woman’s bottom was not sexually explicit it nonetheless had sexual connotations, which was heightened by the text that stated Small enough to offer the personal touch and SHORT & ROUND . The image bore no relevance to the advertised service and we considered it was therefore likely to be seen as sexist and to demean and objectify women by using their physical features for no other reason than to draw attention to the ad. We therefore concluded that the ad was likely to cause serious offence to some consumers.

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