ASA Adjudication on Sparring Partners Ltd

Ad

The front cover of a leaflet, for a gym, stated “Martial arts with Burberry belts and a fist full of sovereign rings. CHAV FIGHTING One of 100 different classes every week. Text inside the leaflet stated “The louder they grunt the harder they fall. Why hone your skills on punch bags and planks of wood when you can deck some Chavs? Welcome to the wonderful world of Chav Flighting. A world where Bacardi Breezers are your sword and ASBOs are your trophy.” The leaflet went on to list some of the other available classes, which included Boob Aerobics and Bitch Boxing.

Issue

The complainants challenged whether the ad, which suggested Bacardi Breezer bottles could be used as weapons, condoned violence against certain members of society and whether the promotion of "Bitch Boxing" encouraged violence against women.

CAP Code (Edition 11)

Response

Gymbox said "Chav Fighting" was a self-defence class, which taught men and women how to defend themselves from street attacks.  They explained that it was so named due to recent media attention and focus on a section of society labelled "Chavs".  They gave the Wikipedia definition of the word: "the stereotypical image of a chav is a white aggressive teen or young adult, of working class background, who wears branded sports and casual clothing, who often fights and engages in petty criminality, and is often assumed to be unemployed or in a low paid job."  Gymbox said the ad was meant to draw attention to the self defence class but communicate it in a witty manner.  They believed the ad was not offensive, primarily because nobody in society would admit to being a "Chav"; it was not a group to which people wanted to belong and, while some might feel that their neighbours were "Chavs" they would not consider that they themselves were.

Gymbox explained that "Bitch Boxing" was a female boxing class taught by the professional female boxer Cathy "The Bitch" Brown.  They said the class was designed to teach women boxing, and it in no way inferred violence towards women.  Gymbox added that, to date, they had handed out over 75,000 leaflets and had received no complaints direct.

Assessment

Not upheld

The ASA noted the ad referred to using Bacardi Breezers, which were sold in glass bottles, as swords, but we also noted the allusions to ASBOs as trophies and martial arts with Burberry belts, which we considered would indicate to readers that the concept of Chav Fighting was tongue-in-cheek and at a remove from reality.  We considered that the front cover of the leaflet, which featured piles of gold sovereign rings and "flashy" jewellery, emphasised the overall comedic tone.  We also considered that readers would not see "Bitch Boxing" in a list of classes as an incitement to violence against women, but, rather, would understand that it was a boxing class for women.  We concluded that, although some would find the approach in poor taste, the references were clearly in the context of a promotion for boxing and self-defence classes, and would be unlikely to condone or incite violence against particular social groups or against women.

We investigated the ad under CAP Code clauses 2.2 (Social responsibility) and 11.1 (Violence and anti-social behaviour) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)