“Fat Slags” Ad Withdrawn

The Lucozade ad which featured the Fat Slags from Viz was withdrawn and replaced with a different version after hundreds of viewers complained about the use of the word “slags”.

180 complaints were initially received before the BACC imposed a post-7.30pm timing restriction. Lucozade then withdrew the ad and created a new version which replaced “Fat Slags” with “Sandra and Tracey”. Overall 309 people complained, with viewers also taking offence at the image of women contained in the ad and the negative stereotyped portrayal of the overweight.

While the ITC upheld the complaints about the language used, it felt that the use of the two female characters did not go beyond acceptable limits of taste and decency. The Commission ruled that the original version of the ad should not return to the air.

…Forty viewers complained about the Impulse ad which features a nude male model becoming “sexually aroused” as a woman walks into the room wearing the body spray. The majority of the complainants felt the ad was indecent and in bad taste, while others thought it sexist. The ITC did not uphold these complaints.

ITC: 0171 255 3000