ITC Rejects Freeserve Nudist Complaints

The ITC has refused to uphold the 228 complaints received about a Freeserve ad featuring nudists, saying that while they may not be considered in good taste, they are not unsuitable for broadcast.

The advertisement in question was meant to promote the freedom provided by the company’s internet access. Nudists were featured “enjoying their freedom” by doing various activities such as hiking in the nude. Their modesty was protected by some judiciously placed captions pointing out the features of the Freeserve offering, but their nakedness nevertheless provoked some viewers to complain that the advert was unsuitable for broadcast and others to say it should only be shown post-watershed. Many said it should not be shown when children might see it.

In fact, as the ITC noted, the BACC had already restricted the ad’s scheduling to programmes not aimed specifically at children. It also noted that the captions had been carefully placed to avoid explicit nudity. In refusing to uphold the complaint, it accepted that some viewers found it in poor taste, but argued: “The ITC does not generally intervene when advertising is simply criticised for not being in good taste, unless the material contravenes prevailing community standards.”

This ruling on nudity in advertising contrasts with the ASA ruling last year against Yves Saint Laurent’s controversial poster for Opium,  which featured a naked model and caused offence when it appeared near mosques and schools. In that case the ASA, which deals with outdoor advertising, received and upheld over 700 complaints, ordered the poster to be removed and told the company to submit to the Committee of Advertising Practice’s pre-vetting procedure when putting future campaigns together (see ASA Orders Withdrawal Of Opium Ad After Most Complaints Since 1995). Similar levels of objection are thought to be being generated currently by a poster advertising adult magazine Men Only which has apparently been put up near schools and caused complaints to the ASA.

ITC: 020 7306 7743 www.itc.org.uk

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