ASA Adjudication on Ann Summers Ltd

Ad

The poster was on a commercial vehicle. It showed a topless woman wearing knickers and stockings leaning against a wall looking over her right shoulder. The text stated 'Making Devon Cream.'

Issue

Two complainants said the ad was offensive especially because it could be seen by children.

CAP Code (Edition 11)

Response

Ann Summers Ltd said they always did their utmost to ensure their campaigns were tastefully executed and did not offend the general public. They said that, although the model was not wearing clothing on her top half, her breasts were not visible. They said the ad van ran from Monday to Friday between 10am and 5pm only, so that most children would be at school and would not see the ad. They said the strap line "Making Devon Cream" was a play on words and therefore highly unlikely to be interpreted in any other way by children.

Assessment

Not upheld

The ASA noted Ann Summers' comments. We acknowledged that the ad was unlikely to be understood by children. We considered that, although the pose of the model and the sexual innuendo of "Making Devon Cream" might be distasteful to some, it was unlikely to cause serious or widespread offence. We concluded that the ad was suitable for a mobile site.

We investigated the ad under CAP Code clauses 5.1 (Decency) and 47.1 (Children) but did not find it in breach.

Action

No action necessary.

Adjudication of the ASA Council (Non-broadcast)