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

Person(s) unknown t/a KaiAviation
- Magazine (paid ad)
- 23 June 2021
A magazine ad for a clothing company was banned for being likely to cause serious or widespread offence by objectifying women.
Kentucky Fried Chicken (Great Britain) Ltd t/a KFC
- Television
- 09 June 2021
A TV ad for KFC did not perpetuate negative ethnic stereotypes and was unlikely to cause serious or widespread offence.
SWAG MASHA LLC
- In-game (apps)
- 19 May 2021
An in-game ad for a dating simulation game, which appeared in an online property trading game, was banned for objectifying women and for presenting gender stereotypes in a way that was likely to cause harm.
Ryanair DAC
- Upheld in part
- Television
- 03 February 2021
Two TV ads for Ryanair were banned for misleading viewers about the impact vaccines would have on their ability to travel abroad during Easter and summer. We also upheld complaints on the grounds of social responsibility.

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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Person(s) unknown t/a KaiAviation

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Help getting it right

Popular advice

Offence: Sexualisation and objectification

Harm and Offence: Gender Stereotypes

Offence: Race

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