Background
Ad description
A website, www.assos.com, featured a model wearing various women's waterproof cycling products. The model was wearing the products with no other clothing, appearing semi-naked. Her breasts were covered with her arms.
Issue
One complainant challenged whether the images were offensive and demeaning to women.
Response
ASSOS of Switzerland responded and pointed out that the garment was shown next to the skin with no other clothing as this is how it was intended to be worn. They also said that the model was photographed purposefully covering her breasts.
Assessment
Not upheld
The ASA noted that the images on ASSOS of Switzerland's website showed a woman wearing only the cycling wear on the lower part of her body with no other clothing covering the upper half of her body. We acknowledged that the advertiser intended to show the model without additional clothing as this was how the products should be worn, that is, with no clothing underneath. However, we noted that the lack of clothing on her upper body could be seen as unnecessary to some consumers. Nevertheless, we concluded that the nature of the model's pose and her overall state of undress was unlikely to be seen as offensive and demeaning to women.
We investigated the ad under CAP Code (Edition 12) rule
4.1
4.1
Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.
The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code.
(Harm and offence) but did not find it in breach.
Action
No further action necessary.
