It’s a mixed bag of adjudications from the Advertising Standards Authority this week, which includes a TV ad from condom brand Durex, a ‘dead grandma walking’ press ad and concern over the role of children’s charity Barnardos.
A recent TV ad for Durex Play O, a gel for women, depicted the facial expressions of a number of women who were experiencing sexual ‘ecstasy’ – as the regulator puts it so delicately.
The ad closed with a pack shot while the voice-over said: "Feel like never before. durex Play O. Pleasure enhancing gel for women. durex play. All you need".
Two viewers complained the ad was offensive and unsuitable for broadcast but the ASA did not agree.
Channel 4, which broadcast the ad after 10pm during Gordon Ramsey's F Word and during Derren Brown Presents the 3D Magic Spectacular, said the programmes the ad was seen during were of an adult nature, as was the product, so therefore should not have caused offense.
The ASA said the ad was not overtly graphic, contained no explicit material and was therefore unlikely to cause offence when scheduled appropriately – as it was.
Moving on and a TV ad for Barnardo's has caused confusion – not offense for a change.
The ad which depicted a teenage girl narrating how she ran away from home and ended up taking drugs and being sexually exploited received one complaint from a viewer who was concerned that the charity’s role was misrepresented.
The ad described how the girl had received medical help and counselling following contact with Barnardo’s and been able to return home. The viewer argued that the ad was misleading viewers by referring to the charity’s voluntary outreach work and not mentioning it as a statutory child protection agency.
Clearcast and Barnardos's did not accept that the ad was capable of misleading viewers, considering that Barnardo's would be very well recognised by viewers, nor did the advertising watchdog.
While we’re on to the hard issues, a radio ad for the film ‘1 Day’ featuring a character saying "I owe my man a hundred grand rude boy" and "Tell me exactly how you're gonna get my money to me", received one complaint from a listener who thought the ad condoned the use of gun violence .
The sound of two gun shots was heard during the ad, followed by a character saying "We need to go do what we gotta do blood", as hip-hop style music played in the background.
The ad for Vertigo Films aimed to communicate to listeners the film's synopsis, which was that the lead character had 24 hours to repay a debt while being pursued by a rival gang.
The ASA considered the sound effects and the audio clip from the film represented its content, and any violence implied by the gun shots was not gratuitous or graphic. The complaint was not upheld.
Finally, one reader of the Islington Gazette has cried foul over an ad that implies elderly people have cool clothes and when they die, you can get your hands on them.
The press ad for vintage clothing store ‘Shock and Soul Vintage Clothing’ depicted an elderly lady about to cross a road, carrying bags of shopping with the text ‘Silk Dress Coming Soon’. Further text stated "SHOCK AND SOUL VINTAGE CLOTHING".
One reader thought the ad was offensive because it implied the lady would not be alive for much longer, and her clothes would soon be available to buy at the advertised shop. The ASA did not agree.
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