ASA Leaves Advertisers Smelling Of Roses
Ads relating to perfume have led complainants to kick up a stink with the ASA this week. One, a London Underground poster for radio station Xfm’s Christian O’Connell breakfast show, pictured an old lady listening to the station on headphones. A caption read like a fashion spread: “This page Doris wears woollen skirt from Charity Shop £3, wig from Ethel Blandford down the road, perfume model’s own Eau de Toilet” The complainant said that the advert was offensive because it implied that the elderly smelt like toilets.
The advertisers, who had had the poster approved by the CAP copy advice team, the London Underground and Viacom, said that the “humorous and down to earth” treatment was one of a series which they thought that their listeners would understand. They added that they had the “utmost respect for the model and had not wanted to offend the elderly.”
The ASA thought that the woman in the poster was portrayed in a positive manner and that the phrase “Eau de Toilet” was unlikely to be taken literally as people would understand the wordplay. It decided not to uphold the complaint.
Other complaints were received with regards to an advertisement for Dolce & Gabbana perfume which was placed in She, Eve and Vogue magazines. It showed a woman with a man standing behind her. He was holding the woman against him, with one hand covering her breasts and the other pulling down her bra strap. The woman’s head was turned back towards the man and she seemed to be removing her knickers. The complainants said that the advert suggested aggressive and abusive sex and was therefore offensive.
The ASA agreed with the advertisers, who insisted that the advert was designed to appeal to both men and women. They maintained that the couple were “obviously consenting” and that neither “expressed fear or anxiety”, adding that it was not offensive, because it did not show the couple in an explicit sexual act. The publishers of the magazines involved backed up the advertisers view that their readers would be familiar and comfortable with that style of fashion advertising. The complaint was not upheld.
ASA: 020 7580 5555 www.asa.org.uk
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