Carry on Censor…PC censor gets ludicrously easily offended by double entendre in an advert for turf

Posted: 16 June, 2017 in ASA Advert Censor
Tags: , ,
Read more me_asa.htm at MelonFarmers.co.uk

revo turf advertAn ad for Revo Turf, an artificial grass supplier and installer, seen in the landscape gardening trade magazine Pro Landscaper on 4 April 2017, featured an image of a woman’s legs from the knee down. Her legs were bare and she was wearing high heels, and standing on artificial grass. Large text stated The best way to get laid …, followed by a description of the advertiser’s products in smaller text. The description concluded The Turf Group is the only place to get a good lay.

The complainant challenged whether the references to getting laid in combination with the image were offensive.

ASA Assessment: Complaint upheld

The ASA understood that laying turf was a commonly used term in the landscaping sector. We also acknowledged that the image of the woman’s legs was not sexually explicit. However, we considered that when the image was combined with the headline The best way to get laid and the further text The Turf Group is the only place to get a good lay, the references would be understood as a double entendre linking the landscaping terminology of laying turf with the slang terminology of getting laid. We considered that connection had the effect of demeaning and objectifying women by presenting them as sexual objects in order to draw attention to the ad. We therefore concluded the ad was likely to cause serious offence to some consumers.

The ad must not appear again in its current form. We told Pile Height Ltd t/a Turf Group to ensure that future ads did not portray women in a manner that objectified them and which was likely to cause serious or widespread offence.

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