Flirting with Outrage…Radio Times advert causes widespread offence of one person

Posted: 5 July, 2014 in ASA Advert Censor
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Read more ASA Watch at MelonFarmers.co.uk

russianbridescom advert An ad seen on the TV listings website http://www.radiotimes.com for the Russian Bride website, http://www.russianbrides.com. The ad featured a woman, visible from the chest up, wearing a low-cut bra, looking up at the camera with pouted lips. Text alongside the image stated Sexy Russian Sensations @ FLIRT NOW! IssueThe complainant challenged whether:

  1. the ad was offensive, because it was overtly sexual; and
  2. the ad was irresponsible, because it was inappropriately placed on a website that might be seen by children.

ASA Assessment: Complaint upheld

1. & 2. Upheld

The ASA was concerned by Anastasia International’s lack of response and apparent disregard for the Code, which was a breach of CAP Code rule 1.7 (Unreasonable delay). We reminded them of their responsibility to provide a substantive response to our enquiries and told them to do so in future.

We welcomed the publisher’s assurance that additional checks had been put in place to ensure this and similar ads would not appear again on their website.

We noted that the ad featured a woman in a provocative pose that focused on her cleavage, and her pursed lips appeared seductive in nature. We considered the text alongside the image heightened the overtly sexual nature of the ad. We also noted that the ad appeared on a general TV listings website. We therefore considered that the placement of the ad was inappropriate.

Because the ad was overtly sexual and appeared on untargeted medium, which could also be seen by children, we concluded that it was irresponsible and likely to cause serious or widespread offence.

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