A magazine ad for Hippo Masking Tape from Tembe DIY Products Ltd seen on 16 April 2016, featured a model painting a wall while dressed in a short dress, stockings, suspenders and white high-heels.
One complainant objected that the ad was offensive because it was sexist and objectified women.
ASA Assessment: Complaint upheld
The ASA noted that Tembe DIY Products wanted to portray the model in the ad as a 1940/50s style pin-up girl to attract the reader’s attention. However, we noted that the ad was marketing masking tape which bore no relevance to the image of the model, whom we considered was depicted in a sexualised way. We noted that she was wearing white high-heels and dressed in a short frilly dress that showed all of her stockings with the attached suspenders and that her bottom was slightly arched outwards while she had a happy look on her face.
We considered that, by using a sexualised image of a woman that bore no relationship to the advertised product, the ad objectified women and was likely to cause serious offence.
The ad must not appear again in its current form. We told Tembe DIY Products Ltd that their future advertising must not cause offence by objectifying women.