Yorkie Let Off The Hook For FHM Ad

The continuation of Yorkie’s “Not For Girls” campaign, in the form of an FHM advertisment feature and pull out page of stickers, prompted a complaint to the ASA saying that it was degrading to women. The ASA was also concerned that references to “vast amounts of alcohol was offensive and likely to breach the Alcohol section of the codes.

The advertisment feature was headlined “Size Matters” and stated phrases such as “Of course it does- if you’re talking about huge, chunky chocolate bars, and not the rubbishy sex stuff your girlfriend’s been reading about in women’s magazines.” and “Listen girls- that crinkly, papery stuff your bosses give you in return for a week’s “work”: it’s for paying bills, buying essential foodstuffs (like a nice Yorkie for your boyfriend – get a friend to help you carry it) and the purchase of vast amounts of alcohol.”

The advertisers said the campaign was designed to “explore and to celebrate gender differences in a tongue-in-cheek way.” They added that the feature in FHM only appeared in that magazine and was written by FHM staff writers to give it the feel of typical FHM copy. They argued that all the scenarios were extreme and were written with an element of fantasy. The ASA agreed that the advert was likely to be seen as humorous, not degrading or offensive and did not uphold the complaint from a member of the public.

Similarly, the advertisers pointed out that the “vast amounts of alcohol” was also a fantasy, adding that the word “purchase” not “consume” had been used so as not to encourage people to drink large amounts of alcohol. Again, the ASA accepted that the copy reflected a male stereotype exaggerated for comic effect and that it did not advocate the practices mentioned within the text.

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

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