ASA Adjudication on Steam & Sun

Ad

A poster on a cycle rickshaw showed an image of a woman in underwear. The text stated “Steam & Sun London’s only 5***** Massage Parlour Why waste your money in a $trip club……..where you cant even Touch [sic]”.

Issue

The complainant challenged whether the ad was offensive and unsuitable for display where it could be seen by children.

CAP Code (Edition 11)

Response

Steam & Sun said the ad did not feature any images of women very scantily clad or in sexually provocative poses, which they believed was common in ads for lap dancing clubs.  They explained that the text of the ad merely highlighted a fact of law: customers are unable to touch dancers in strip clubs. They said the ad appeared on a rickshaw that went around Central London on evening shifts.

Assessment

Not upheld

The ASA acknowledged that the image of a woman in underwear might seem distasteful to some consumers; however, we noted the image was not sexually explicit or unduly provocative.  We also understood that some readers may find the reference to "touch[ing]" a woman in poor taste, but noted that the claim was clearly linked to  a massage service and, in that context, considered it was unlikely to cause offence. We considered that, if children saw the poster, they were unlikely to understand any potential sexual connotations from the word "touch".  We concluded that the ad was therefore unlikely to cause serious or widespread offence or be seen to be socially irresponsible.

The ad was investigated under CAP Code clauses 2.2 (Social responsibility), and 5.1 and 5.2 (Offence) but we did not find it in breach.

Action

No further action required.

Adjudication of the ASA Council (Non-broadcast)