ASA Non-broadcast Adjudication: I Want One Of Those Ltd

Complaint

Objections, one via an MP, to an ad in a mail order gift catalogue, featured in The Times and The Telegraph, for a knife block. The ad was headlined "ALL MEN ARE BASTARDS KNIFE BLOCK" and showed a picture of the product which was shaped like a man with several knives stuck in his body. Text next to the product stated "Well isn't this the best knife block you've ever seen in your life? Brilliant design, superb humour, what more could you want in your kitchen (and wouldn't it make the ultimate present for any number of occasions)".

The complainants objected that the ad was offensive and irresponsible because it condoned and depicted violence. One complainant was concerned that the image and headline were demeaning to men.

CAP Code

Adjudication

Complaints not upheld

I Want One of Those Ltd (IWOT) said the ad was a mildly humorous depiction of the item, which was the work of an award winning Italian designer and had become very popular over recent months. They maintained that the ad had been featured in various formats totalling up to three million copies and that they had received no complaints. IWOT pointed out that the product was obviously androgynous due to its lack of features and that its use was clearly stated in the ad. The Telegraph said their readers were likely to understand the humour of the knife block and headline and they had received no complaints. The Times did not comment.

The ASA noted IWOT's assertion that the product was androgynous and the intended humour of the phrase used to describe it. We considered the phrase "ALL MEN ARE BASTARDS" to be a common and ironic piece of female humour, which was unlikely to be interpreted literally or encourage violent behaviour. We also considered the item was labelled clearly as a knife block and possessed an unrealistic form, which was unlikely to be seen as a man. We concluded that the ad was unlikely to cause serious or widespread offence, condone or encourage violence or be seen as demeaning to men.

We investigated under CAP Code clauses 2.2 (Responsible advertising), 5.1 and 5.3 (Decency) and 11.1 (Violence and anti-social behaviour) but did not find the ad in breach.