Offensive

Although they only account for a small part of the ASA’s work, complaints about taste and decency are often the most high profile.

Upheld decisions can result in widespread adverse publicity for the company concerned and marketers can be required to have posters pre-vetted by CAP’s Copy Advice team for two years if they publish an offensive poster.

The rules state ads must not contain anything that is likely to cause serious or widespread offence, and specifies that special care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability and age.

When making a decision on whether an ad is likely to cause widespread offence, we take into account: the audience who are likely to see the ad; the context in which the ad appears; the product it’s promoting; and prevailing standards in society. To help judge those standards, from time-to-time, we commission major consumer research to find out what concerns people and where they think the line should be drawn.

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Latest rulings

Prettylittlething.com Ltd t/a Prettylittlething.com
- Upheld
- Internet (video)
- 05 February 2020
An ad on YouTube for a clothing retailer was banned for objectifying women.
Hey Habito Ltd
- Not upheld
- Magazine
- 29 January 2020
A print ad for a mortgage broker did not break the rules around harm and offence.
BrewDog Plc
- Upheld
- Poster
- 18 December 2019
A slogan on an outdoor poster for a brewing company broke the rules around social responsibility and offence.
Kentucky Fried Chicken (Great Britain) Ltd t/a KFC
- Upheld
- Poster, National press
- 04 December 2019
A poster and press ad for KFC were banned for being likely to cause offence.

View all rulings

Offensive

Although they only account for a small part of the ASA’s work, complaints about taste and decency are often the most high profile.

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Latest rulings

Prettylittlething.com Ltd t/a Prettylittlething.com

Hey Habito Ltd

BrewDog Plc

Kentucky Fried Chicken (Great Britain) Ltd t/a KFC

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