ASA Adjudication on Pioneer Global Media Ltd

Ad

A circular for a car show at The NEC, Birmingham was headed “AWESOME CARS AND GIRLS”. The ad showed a picture of the glamour model Lucy Pinder in front of some sport racing cars, she was naked apart from a pair of knickers and a pink ribbon that covered her nipples. Text beneath the picture stated “Meet Lucy Pinder in the Loaded Zone”. Further text at the bottom of the ad stated “Cars Music & More See the best modified cars in the UK … Nuts & Loaded zones, meet Lucy Pinder!!! Meet top page 3 girls only at The Sun Bus ...”

Issue

A complainant, who had received the circular through her letterbox, challenged whether the ad:

1.  was likely to cause serious or widespread offence in its depiction of a partially clothed model, and

2.  was irresponsible and unsuitable to be seen by children.

CAP Code (Edition 11)

Response

Pioneer Global Media Ltd (Pioneer) said they had delivered around 1,000 leaflets to homes near the NEC in Birmingham.  They did not believe that the circular was offensive, and said there was no nudity in the ad and the image used was of a similar style to those used in magazines such as Nuts and Loaded, which they pointed out were freely available magazines.  The regretted, however, that the circular had caused offence and stated that they would not use the same literature and imagery again.

Assessment

1.  Not Upheld

The ASA noted Pioneer's argument that the picture of Lucy Pinder in the ad was similar in style to the images used in Nuts and Loaded magazines, and we acknowledged that Nuts and Loaded were widely available to buy from newsagents.  However, we also noted that consumers who purchased those magazines would do so through choice and were, therefore, unlikely to find the images within the magazines offensive.  Although we considered that the photograph of Lucy Pinder used in the ad may be distasteful to some, we considered it was unlikely to cause serious or widespread offence.

On this point, we investigated the ad under CAP Code clause 5.1 (Offence) but did not find it in breach.

2.  Not Upheld

We noted that the circular did not contain full nudity.  We did, however, appreciate that some people might consider the level of nudity that was shown to be inappropriate for children.  We noted that the model did not hold an explicit sexual pose and that, although she was not wearing a bra, the pink ribbon she did wear at least covered her nipples and part of her breasts.  On balance, we therefore concluded that the circular was not irresponsible and would not cause harm to children.

On this point, we investigated the ad under CAP Code clause 2.2 (Social responsibility) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)