ASA Adjudication on Fat Face Ltd

Ad

A leaflet and direct mailing, for a clothing company, included a picture of a man riding a horse. The rider was pulling tightly on the reins and leaning back in the saddle. The horse's head was pulled upwards, its teeth bared and eyes rolled partially back into its head.

Issue

1. 29 complainants believed the ads were offensive and irresponsible, because they showed the horse apparently in distress.

2. 25 of the complainants also believed the ads condoned and encouraged unsafe practices, because the rider was not wearing a riding hat.

CAP Code (Edition 11)

Response

1. & 2. Fat Face apologised for any offence they may have caused to customers and said they would not intentionally harm any animal or person.  They said the stable that supplied the horse confirmed the animal had not been hurt during the photo shoot.  After receiving complaints about the advertising, Fat Face said they sought advice from equine experts, who explained to them the areas of concern that had been raised about the photo.  As a consequence, they said they would no longer use horses in photo shoots and would ensure that, where models were engaged in activities that required safety equipment, they would be dressed appropriately.  They explained that, in order to prevent any further upset to customers, they had withdrawn the advertising from circulation.

Assessment

1. & 2. Upheld

The ASA understood the complainants concerns and, because the horse appeared to be in distress, considered that the image was likely to cause serious offence to some readers.  We also considered that the advertising condoned and encouraged unsafe practices, because the rider was not wearing a riding hat, contrary to generally accepted safety advice.  We welcomed the actions taken by Fat Face to remove the advertising when they became aware of customers concerns, and their assurance that, in future, models would wear appropriate safety equipment if it was required for any activity they were shown to be involved with.  

The leaflet and direct mailing breached CAP Code clauses 2.2 (Responsibility), 5.1 (Offence) and 10.1 (Safety).

Action

No further action required, because the advertising has been withdrawn.

Adjudication of the ASA Council (Non-broadcast)