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.

+ Read more - Read less

Latest rulings

salesforce UK Ltd
- Not upheld
- VOD
- 06 October 2021
A Video on Demand (VOD) ad for Salesforce was not likely to cause serious or widespread offence.
Banter Group Ltd t/a BanterKing
- Upheld
- App (paid ad)
- 08 September 2021
A paid-for display ad for an online novelty goods retailer which appeared in the Sky Sports app was banned for being likely to cause serious or widespread offence.
Person(s) unknown t/a KaiAviation
- Upheld
- 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
- Not upheld
- Television
- 09 June 2021
A TV ad for KFC did not perpetuate negative ethnic stereotypes and was unlikely to cause serious or widespread 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.

Latest news

Mental health in advertising

Championing diversity during Black History Month

International Day for Older Persons

Celebrate your advertising with Pride

Latest rulings

salesforce UK Ltd

Banter Group Ltd t/a BanterKing

Person(s) unknown t/a KaiAviation

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

Help getting it right

Popular advice

Harm and Offence: Gender Stereotypes

Social responsibility: body image

Offence: Race

Relevant codes