ASA Finds Tongue In Cheek Ad Gratuitous

The ASA has censured a magazine advert for computer components that featured two women kissing, after complainants claimed it was gratuitous and offensive.

The ad, which featured a full page close-up of one woman touching another woman’s breast, appeared in a trade magazine sent to IT purchasing decision-makers. However, the ASA received complaints from readers concerned that the image could be seen by children.

The advertisers defended the ad on the grounds that it appeared in a magazine that was not available in retail outlets. They claimed that the opportunity for children to see the image was negligible but regretted any offence it may have caused. They also explained that the ad was part of a campaign that had now ended and insisted it would be replaced with a promotion using product-based images.

The ASA noted that the ad appeared in a trade magazine that was not available to the public, but considered that the image of two women kissing in an ad for PC components was likely to cause widespread offence. The authority upheld the complaint and ordered the company not to use the image in the future.

ASA: 020 7580 5555 www.asa.org.uk

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