Durex Backs Out Of Sugar Sponsorship Deal
Hachette Filipacchi has confirmed that Durex has backed out of a sponsorship deal with its flagship teen magazine Sugar following criticism for promoting contraception to youngsters.
The condom manufacturer’s logo will no longer appear on a special twelve-page editorial section in the May issue of the magazine, which is intended to educate and inform teenagers on all aspects of sexual health (see Sugar Secures Safe Sex Sponsorship Deal With Durex).
However, Durex has reportedly agreed to pay Sugar a six-figure sum to cover the cost of reprinting the Sex Uncovered section, which includes a report on sexually transmitted diseases, a feature on celebrity boys and a quiz uncovering the true meaning of certain sexual terms.
Hachette said in a statement yesterday: “Durex and Sugar originally agreed on the sponsorship some six months ago following joint discussions. However, having subsequently reviewed every aspect of the workings of the proposed partnership – including the content of the pages – Durex decided to withdraw its sponsorship.”
The publisher has defended its decision to go ahead with the Sex Uncovered section, claiming it is an ideal platform to communicate important sexual health information to teenage girls. It also insists the content is in keeping with parameters recognised by much of the medical profession in dealing with contemporary sexual health problems.
Sugar said: “The magazine deals with a range of sexual health issues which concern its readers, and handles the subject in the sensitive and informative way which has been its hallmark for the last decade.”
The Daily Mail has led the media criticism of the Durex sponsorship deal with a series of articles raising concerns over teenage magazines and their coverage of sensitive sexual health matters. However, the issue has been a bone of contention for some time.
The latest ABC results for the six months to December 2003 show that Hachette Filipacchi’s Sugar maintained its position as teen market leader despite a 9.2% year on year decline in circulation to 291,794.
Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk
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