ASA Adjudication on IAMVIP Ltd

Ad

A circular for a nightclub showed a naked, young female model wearing a net, fairy wings and high-heeled shoes. Text stated "SATURDAYS STARTING 21ST FEBRUARY stereo ... DIRTY SEXY MONEY". The reverse of the circular listed details of the DJs and entry fee and stated "Because we know there's a massive depression with the credit crunch, everyone is broke and Newcastle needs a new Saturday night with class to cheer you up ... ".

Issue

The complainant challenged whether the ad was offensive, sexist, and not suitable to be delivered through letter boxes where it might be picked up or seen by children.

CAP Code (Edition 11)

Response

IAMVIP Ltd (IAMVIP) did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by IAMVIP's lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response). We reminded them of their responsibility to respond promptly to our enquiries.

We considered that the image used in the ad was likely to cause serious offence. We concluded the ad was not suitable for distribution as an untargeted circular put through people's letter boxes.

The ad breached CAP Code clauses 2.2 and 2.6 (Principles) and 5.1 (Decency).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)