ASA Adjudication on Digital Daze

Ad

Three ads in X360, a magazine about the Xbox 360 video games machine, for adult telephone and text services from Digital Daze. The ads featured photographs of naked women or women in their underwear; some of the women were topless but their breasts were covered; some of the photographs appeared to show women in sexual positions.

a. Text in the first ad stated " … Girls 28+, with sexy arses, breast [sic] and need extra fun … Flirty and VERY dirty! If you fancy giving them what they want, then they will meet you any time and where ... Girls into whipping and ropes ... Want some real fun with kinky girls. They will do anything and will make sure you have a great time ... These girls all have great breast [sic] and are up for it … Big kissable arse, tits & thick thighs will drive you crazy …".

b. Text in the second ad stated "… Fit body & filthy minded girls looking for blokes of any age and race … very horny needs more than what they are getting … young and VERY dirty …"

c. Text in the third ad stated "… Text Date & Photo SWAP - Local Girls … KEEN DIVORCEES … WILD SINGLES … CHEEKY LATINA …".

Issue

The complainant, whose 11 year old son bought the magazine, objected that the ads were offensive, irresponsible and unsuitable for publication in a magazine that appealed to children.

CAP Code

Response

Digital Daze said Imagine Publishing (Imagine), which owned X360, had told them which of their services were appropriate for Imagines customers. They said they had been informed that the magazine was targeted at people over 18 years old and minors did not purchase X360. They asserted that, because their service was not targeting minors, their copy was approved by Imagine.

Imagine said the profile of the readership for X360 was 18 to 35 year old males. They sent a copy of their media pack, which was sent to potential advertisers. The media pack defined the readers of X360 magazine as ABC1 males who were serious gamers, technologically aware, spent substantial time and money on gaming and read other similar publications, including lad magazines. They asserted that the editorial content of X360 was a mixture of news, in-depth review analysis, extensive previews and developed interviews. They argued that the design and content of the magazine were not targeted at children and X360 was therefore unlikely to appeal to them.

Imagine said they worked closely with distributors and retailers of their products and offered them advice on where they believed their magazines should be placed in stores. They sent a copy of a sheet they produced for stores which defined the target audience of X360. They asserted that X360 was not in the teen or childrens sections of newsagents or retail stores and children were therefore unlikely to purchase it. They said they had received one verbal complaint about the ads that appeared in X360 magazine.

Assessment

Not upheld

The ASA noted X360 magazine was targeted at 18 to 35 year old men and Imagines media pack informed potential advertisers of the target audience. We also noted Imagine requested X360 was not placed in the teen or childrens sections of retail outlets. We considered that the content of the magazine was adult in tone. We realised that the ads were likely to be seen as distasteful by some but nevertheless considered that they were unlikely to cause serious or widespread offence to, or be seen as irresponsible by, readers of X360 magazine.

We investigated the ads under CAP Code clauses 2.2 (Responsible advertising), 5.1 (Decency) and 47.2 (Children) but did not find them in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)