Is it clear that it’s an advertisement?

A typed letter drops through the letterbox. “Everyone has their weakness”, it says. “So, what might drive your wild? Could it be the touch of skin on your fingertips? A long, honed body? Firm sensuous curves? A deep, responsive purr? Or, do you simply like the feeling of raw power? If so, I think I have the perfect match for you. I’ll send you a photograph next week”. The letter is signed by “Elizabeth Jones” if the recipient is male; “Ian Major” if female. What would you think if the letter was sent to you?

For the 37 people that wrote to the ASA to complain, the mailing was baffling. 
Clarification came when a follow-up mailing arrived a week. A large envelope arrived stating “Prepare to be seduced”, and contained promotional information on the new Jaguar XK. The complainants were, however, unhappy with Jaguar’s marketing technique.
The CAP Code says that ads should be designed so that it clear that they are marketing material. The ASA agreed with the complainants’ assertions that it was not clear that the first mailing sent by Jaguar was marketing material, especially as it arrived in a typewritten envelope that carried a first class stamp. We also agreed that the mailing was irresponsible as its sexually suggestive tone could cause distress and offence to recipients.
Jaguar issued a public apology and sent personal letters of apology to those that had contacted them directly.