ASA Adjudication on For Your Eyes Only

Ad

A poster, for a For Your Eyes Only table dancing club, showed a group of semi-naked women lying down together; they were wearing only knickers and their arms covered their breasts. Text stated "FOR YOUR EYES ONLY The Ultimate Table Dancing Club ... OPENING 22 FEBRUARY 2008".

Issue

The complainants objected that the ad was offensive and unsuitable for display where it could be seen by children.

CAP Code (Edition 11)

Response

For Your Eyes Only (FYEO) said they had been operating table dancing clubs for 15 years and they understood that the nature of their business could be controversial and sometimes prejudice the way people reacted to their advertising.  They said with that in mind they were always careful about how and where they advertised.  They said the current campaign had been shown on several billboards and adshells and had also appeared in newspapers and magazines.

FYEO said the image used was no more explicit than those in other ads for shower gels or lingerie.  They therefore believed it was unlikely to offend.  They pointed out that clause 5.3 of the CAP Code stated "The fact that a particular product is offensive to some people is not sufficient grounds for objecting to a marketing communication for it" and they believed that was relevant to the complaints about their ad.

Assessment

Not upheld

The ASA noted several of the complainants believed the ad was sexist and degrading to women.  We noted the women were semi-naked and their poses might be seen as sexually suggestive.  However, we considered that, in the context of an ad for a table dancing club, the image was unlikely to be seen as unduly explicit or overly provocative.  We concluded that the ad was unlikely to cause serious or widespread offence and was not unsuitable to be seen by children.

We investigated the ad under CAP Code clauses 2.2 (Responsibility), 5.1, 5.2 and 5.3 (Decency) but did not find it in breach.

Action

No further action required.

Adjudication of the ASA Council (Non-broadcast)