ASA Adjudication on Perfect 10

Ad

A poster, for Perfect 10s gentlemen’s club, featured an image of a woman, naked except for a small pair of knickers which were pulled down around her hips. The ad featured the text “Say hello to my new boobs for the first time here at Perfect 10’s” covering her breasts. The ad also featured three smaller images of other women in their underwear in sexually provocative poses. The text at the bottom of the ad stated “It’s our 7th Birthday! Party with guest models Gemma Massey & Dani Thompson”.

Issue

Ten complainants objected that the ad was offensive and unsuitable for display where it could be seen by children.

CAP Code (Edition 11)

Response

Perfect 10 said the ad was intended to promote an upcoming event and they did not wish to cause any offence, but acknowledged that the location of the poster near a park entrance might have upset some parents.  They said, once they became aware of this, they covered a portion of the image with a sign stating "Sorry we didnt intend to offend".  Perfect 10 said they would not use the image in future.

Assessment

Upheld

The ASA considered that the images in the ad were explicit and were likely to be seen as sexually provocative. We noted that they appeared on a poster, which was an untargeted medium and situated near to a public space and where they could be seen by children. We concluded that the sexally suggestive nature of the images meant that they were likely to cause serious or widespread offence to adults in an untargeted medium and were unsuitable for public display where they could be seen by children.  

The ad breached CAP Code clauses 2.2 (Social responsibility) and 5.1 and 5.2 (Offence).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)