Maxim Escapes ASA Censure Over Washroom Ads

The ASA has refused to uphold complaints against a series of washroom ads for Dennis Publishing’s Maxim magazine that featured a drunk man lying on the pavement by next to a pool of his own vomit.

The ads appeared in pubs and clubs across the country and stated: “Ashamed? Time to read Maxim. Grow Up A Bit.” Complainants believed the ad was offensive and objected to the fact that it could be seen by children.

The advertisers explained the posters were part of wider campaign designed to differentiate Maxim from its rivals by depicting the embarrassing situations that young men sometimes find themselves in after a drunken night out (see Maxim Aims To Boost Circulation With Above-The-Line Push).

They said the campaign was aimed at slightly older men who had grown out of the type of situation shown, but who could still see the funny side of such embarrassment. They also claimed the posters had been placed in bars and toilets that were only accessible to those aged over 18.

The ASA considered the ad was not likely to be seen by children and ruled that it would not cause serious or widespread offence. The authority concluded that the ad was suitable for the washroom medium and the complaints were dismissed.

The advertising watchdog has also thrown out complaints against a poster for Budweiser that stated: “Fresh Beer tastes better. Born on 25 April 03.” Complainants argued the ad was misleading because it implied that Budweiser was a living beer, like real ale.

ASA: 020 7580 555 www.asa.org.uk

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