ASA Adjudication on Iwantaonenightstand.co.uk Ltd

Ad

A leaflet, for an adult website, that was distributed outside Liverpool Street Station. Text stated "I Want A One Night Stand.co.uk Imagine the possibilities Curious aren't you – exciting things happen when you say yes. I want to have a good time – I want no strings – I want it right now – I want it all I Want A One Night Stand.Co.Uk – the name says it all. Due to the phenomenal success of I Want A One Night Stand.Co.Uk We are now in the process of revamping and re launching the website. Picture the scenarios:- Out on the town and didn't manage to pull, Lonely and bored at home alone, Too busy with work to go out and meet someone, Too shy to go out and meet someone, Single and not looking for any commitments, Married but looking for fun, Or just always feeling in the mood, The scenarios are endless, See, told you – exciting things happen when you say yes. Logon to www.iwantaonenightstand.co.uk for launch date updates and your free membership details."

Issue

The complainant thought that the leaflet, which she believed encouraged promiscuity and extra marital affairs, was offensive and irresponsible.  She also thought that the ad could be seen to condone unsafe practices, because it encouraged strangers to meet in private.

CAP Code

Response

Iwantaonenightstand.co.uk did not respond in writing to our enquiries but said on the telephone that they did not intend to use the leaflet again.

Assessment

Not upheld

The ASA was concerned that Iwantaonenightstand.co.uk had failed to provide a written response, despite requests to do so. Nevertheless, although we acknowledged that some people might disapprove of the practice of "one night stands", we considered that the leaflet's content and presentation were not explicit.  Furthermore, because it was distributed outside a central London station, we considered that the majority of recipients were likely to be adult commuters who were able to choose whether or not to accept the leaflet; we also considered that most adult commuters were unlikely to be seriously offended by the content.  We concluded that the leaflet was unlikely to cause recipients to put themselves in unsafe situations and was also unlikely to cause serious or widespread offence.  

We investigated the leaflet under CAP Code clauses 5.1, 5.3 (Taste and decency) and 10.1 (Safety) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)