ASA Adjudication on Pillow Talk Ltd

Ad

A supplement entitled “WELCOME TO GUILDFORD”, which was inserted into a regional press newspaper and featured information about the forthcoming Surrey Cricket Festival, featured a full-page ad on the back headlined “PILLOW TALK Live Your fantasy”. A photograph of a model wearing lingerie was accompanied by bullet-pointed text: “SEX TOYS FANTASY WEAR UNIFORMS SEXY LINGERIE HEN NIGHTS LEATHER LATEX SEXY NOVELTIES MAGAZINES FETISH”. Body copy text continued “XXX R18 DVDs massive range now in stock - all the top titles …”.

Issue

Two complainants, one of whom pointed out that the supplement heavily featured sport and could be attractive to young people for that reason, believed the ad was irresponsible and unsuitable to be seen by children.  

CAP Code (Edition 11)

Response

Pillow Talk said they had used ads with similar content over the past 20 years and had not received any complaints in that time.  They explained, however, that they were not aware of the position their ad would occupy in the newspaper and assumed that it would appear in its main body rather than in a specific, leisure-related section.  They said they were not aware that their ad would appear in an edition targeted specifically at Guildford and added that, because Pillow Talk did not have shop premises in that area, it was not productive for them to advertise there.

Pillow Talk said, although they understood that some people might not approve of their business, they had never intended their ads to shock or offend.  

The Croydon Advertiser did not comment.

Assessment

Not upheld

We noted the complainants' concern and understood why some readers would consider it inappropriate for the ad to appear in a sporting supplement which might be of interest to children.  However, although the ad contained some sexual references, we considered that neither the language used nor the image shown were sexually explicit.  We therefore did not consider the ad's appearance in the supplement irresponsible or likely to cause moral harm to children.

We investigated the ad under CAP Code clauses 2.2 (Responsible advertising) and 47.2 (Children) but did not find it in breach.

Action

No action required.

Adjudication of the ASA Council (Non-broadcast)