The Heat is On…ASA dismisses ludicrous whinges that bikinis should be post watershed

Posted: 6 August, 2014 in ASA Advert Censor
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tesco ff advert video A TV ad, for Tesco F&F clothing range, cut between a woman and a man wearing different clothing in each shot and included the woman in a bikini and cut-off shorts. The models were shown either posing or moving around, including the woman rolling on the floor. The woman lip-synched to the song played throughout the ad, which included the lyrics I want your touch. I want your body. I feel the heat. It’s you, it’s you I want tonight. The heat is on. I want you here tonight. I feel the heat .

Thirteen viewers challenged whether the ad was inappropriate for broadcast before 9 pm, particularly at times when children could be watching.

Assessment: Not upheld

The ASA considered that, in the context of an ad for a summer clothing range, it was not inappropriate to feature the models in shorts, loose fitting tops and swimwear. The woman’s outfits were not particularly revealing, other than the two piece swimsuit, which exposed more of her body than the other garments, but nonetheless there was no sexual connotation attached to the item of clothing. The majority of the models’ poses were traditional catwalk positions and others, such as the woman rolling on the floor, were only mildly sexual in nature and unlikely to be understood by children.

Although the lyrics of the song were open to mild sexual interpretation, we considered that very young children would be unlikely to understand that allusion and the song was not unsuitable for older children, many already likely to be familiar with the song and its dance based lyrics.

We considered that the ad was neither sexually explicit nor suggestive, and was unlikely to cause harm to children or to a more general audience. We therefore concluded that the ad was suitable for broadcast before 9 pm.


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