ASA Adjudication on Platinum Dance Studio

Ad

A poster for a dance studio showed a woman, from the waist up, leaning against a wall. She was naked and her hair and body were wet. Text next to the woman stated "COME WORSHIP ME www.comeworshipme.com 0191 XXX XXXX".

Issue

1. Five complainants challenged whether the poster was offensive and unsuitable for display where it might be seen by children.

2. Ten complainants challenged whether the phrase "COME WORSHIP ME" alongside the naked woman was particularly offensive to Christians.

CAP Code (Edition 11)

Response

1. Platinum Dance Studio said the image used in the ad was of a woman in her mid 30s.  They said they had chosen it to show that fitness was important at any age and that with the right dedication and work anyone could look and feel great.  They said the picture looked sporty and showed a great, fit, toned body, which was what they were trying to promote.  They emphasised that the picture had had a great impact on women and encouraged a lot of people to take up dancing to keep fit.

2. Platinum Dance Studio said they used the text "COME WORSHIP ME" to encourage people to worship and appreciate themselves. They said they did not consider the ad offensive and worked with people of all ages to improve fitness.

Assessment

1. Not upheld

The ASA considered Platinum Dance Studio's comments.  We noted their assertion that the woman on the poster reflected the sort of positive self-image they wished to promote.  Although we accepted the image might be distasteful to some, we considered it was unlikely to cause serious or widespread offence or harm to children.

On this point we investigated the ad under CAP Code clauses 2.2 (Principles) and 5.1 and 5.2 (Decency) but did not find it in breach.

2. Not upheld

We noted Platinum Dance Studio's assertion that the phrase "COME WORSHIP ME" was used to encourage people to worship and appreciate themselves. Although we accepted that the concept of worship played an integral part in the language and ceremony of many religions, we noted that its use was not limited to a religious context, and the term was also commonly used as a figure of speech in everyday language. We therefore concluded that the phrase "COME WORSHIP ME" alongside the image was unlikely to cause widespread offence.

On this point we investigated the ad under CAP Code clauses 2.2 (Principles) and 5.1 and 5.2 (Decency) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)