ASA Adjudication on For Your Eyes Only

Ad

A poster for a table dancing club featured an image of a woman wearing lingerie posing on her hands and knees on a chaise longue.

Issue

One complainant, who believed the image was sexist and degrading to women, challenged whether the ad was offensive and inappropriate for public display where it could be seen by children.

CAP Code (Edition 11)

Response

For Your Eyes Only Ltd (FYEO) said they had been operating table dancing clubs for 15 years. They said they understood their business was controversial and could sometimes prejudice the way people reacted to their advertising. With that in mind they were careful when choosing images for ads and when deciding how and where to advertise. FYEO said they did not believe the ad was offensive or inappropriate for public display. They said the ad contained no nudity and believed the image was no more revealing than many of those used by high street clothing chains to advertise lingerie products.

Assessment

Not upheld

The ASA noted the complainant believed the ad was sexist and degrading to women. We also noted that the woman in the ad was semi-naked and that her pose might be seen as sexually suggestive. However, we considered that in the context of an ad for a table dancing club, the image was unlikely to be seen as unduly explicit or overly provocative. Whilst we acknowledged that the ad would be distasteful to some, we concluded that it was unlikely to cause serious or widespread offence and was not unsuitable to be seen by children.

We investigated the ad under Cap Code Clauses 2.2 (Responsible Advertising) and 5.1, 5.2 and 5.3 (Decency) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)