ASA Adjudication on Virgin Active Ltd

Ad

A circular to promote Virgin Active Health Clubs featured an image of a dumbbell with "Sex toy" written in large text over it. Inside the circular further text over an image of a woman holding the dumbbell stated "Now, let the fun begin ...". The body copy stated "Forget fluffy handcuffs, kinky costumes and erotic locations. You want to spice up your sex life? We've got all the toys you need, at Virgin Active Health Clubs. Not only does exercise sex up your body and send your energy levels through the roof, it increases blood flow to all of your vital organs - (wink, wink) ... ".

Issue

Eight complainants challenged whether the ad was offensive, particularly because it could be seen by children.

CAP Code (Edition 11)

Response

Virgin Active Ltd (Virgin Active) said the object on the front cover was a kettle bell and was a standard piece of gym equipment that was not considered rude or offensive. They emphasised that the text in the leaflet, although bold, was chosen to show that going to the gym could be fun and physical exercise could have the positive effects described in the ad. They said the aim of the leaflet was to target adults only and not children. They said that although some of the wording had sexual connotations, they did not think it was rude or offensive and it was not their intention to offend anyone. They said they had distributed 150,000 leaflets during April and received only eight complaints.

Assessment

Not upheld

The ASA noted Virgin Active's comments. Although we considered that the layout and language used in the ad may be distasteful to some, we considered it was unlikely to be understood by young children and would not cause them harm. We concluded the ad was acceptable to be distributed as a circular.

We investigated the ad under CAP Code clauses 5.1 and 5.2 (Decency) and 47.2 (Children) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)