A “SEXIST” advert for Tunnock’s Tea Cakes that includes a tennis participant keeping one of the well-known Scottish treats on her thigh has been banned following just one particular criticism.
Watchdogs ruled the “demeaning” poster – with the phrases ‘where do you keep yours?’ and ‘serve up a take care of’ – was “likely to lead to result in significant offence to some buyers”.
An investigation was triggered when the Promoting Specifications Authority (ASA) acquired a solitary criticism about the poster in November.
The grievance challenged no matter whether the advert was “offensive” and “irresponsible” since they considered it was “sexist” and “objectified ladies”.
The agency said the ad appeared on a poster web site up coming to the SEC Hydro Arena in Glasgow to coincide with a charity tennis match involving Andy Murray and Roger Federer, and was created with a tennis audience in brain.
Tunnock’s stated the “creative execution and placement” of the teacakes ended up a substitute to the standard placement of tennis balls and that they have been not placed in an irregular place.
The agency stated they did not intend to offend any person, no other grievances ended up acquired about the advert.
But the ASA found the advert to be in breach of principles regarding ‘social accountability’ plus ‘harm and offence’ and banned it from becoming utilized once more.
An ASA spokesman stated: “We observed the advertisement depicted a lady lifting her tennis skirt although holding a tea cake beside her hip, in spot of where a tennis ball would typically be held, with her bare thigh exposed and her underwear evidently visible.
“While we acknowledged the advert was positioned opposite an arena web hosting a tennis match, we deemed it nonetheless bore no relevance to the marketed merchandise.
“We deemed the phrase ‘serve up a deal with’ would be understood to be a double entendre, implying the female featured in the advert was the ‘treat’, and considered this was likely to be viewed as demeaning in direction of females.
“We regarded as that although the image was only mildly sexual in nature, when merged with the phrase ‘serve up a deal with’ it experienced the effect of objectifying girls by employing a female’s bodily attributes to attract interest to the advert.”
He additional: “In light of individuals variables, we concluded that the advert was very likely to trigger critical offence to some consumers and was socially irresponsible.
“The advert should not show up in its present sort. We instructed Thomas Tunnock Ltd to make certain their marketing was socially responsible and did not trigger serious offence by objectifying women.”