A radio ad for Budd Electrical Ltd, heard in June 2016, stated "Yes, everyone's going to Budd Electrical! It's B, U, double D and we all love a double D, right? ...".
Two listeners challenged whether the ad was offensive, because the line "It's B, U, double D and we all love a double D, right?" was sexist and objectified women.
Budd Electrical Ltd said the ad was intended to be a reference to Double Diamond beer, which was enjoyed by both men and women.
Radiocentre believed the “double D” line to be a clichéd Carry On film and seaside postcard style innuendo. They felt it was unlikely to cause serious or widespread offence to listeners in general, particularly as there was no mention in the ad of women, bras or bra measurements. They said the line was delivered as a question to which listeners could either agree or disagree. They acknowledged that some people might have found the reference distasteful, but believed the line was fairly mild innuendo and was unlikely to be understood by younger listeners.
The ASA considered that listeners would understand the “double D” allusion to be a reference to women’s bra cup size. Although the ad was not overtly sexual, it nonetheless drew attention to women's bra cup size, which bore no relevance to the advertised service, and presented women as sexual objects by inviting listeners to focus on their bra size. We considered that the line “It’s B, U, double D and we all love a double D, right?” would be seen to be objectifying women and was therefore sexist and likely to cause serious or widespread offence.
The ad breached BCAP rule 4.2 4.2 Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards. (Harm and offence).
The ad must not be broadcast again in its current form. We told Budd Electrical Ltd to ensure that their ads did not cause serious or widespread offence.