Talk Radio’s posters to be vetted after ‘naked’ ad causes offence

Talk Radio will be forced to have its posters pre-vetted by the Advertising Standards Authority after it ran an ad featuring a woman’s naked backside which attracted 78 complaints.

Created by Walsh Trott Chick Smith, the poster was designed to promote the Lorraine Kelly show and was part of a 1.5m campaign for the radio station.

The line “Lorraine Kelly prostitution weekdays 11am” ran above a woman’s bare bottom stamped with a barcode.

Chris Reed, external affairs manager for the ASA says: “We considered that many people would see the nudity as unnecessarily shocking and combined with the bar code decided that it would cause serious and wide-spread offence.”

Poster pre-vetting, which was introduced on June 1, means that advertisers who run shocking or offensive poster campaigns will have to submit to pre-vetting of subsequent campaigns for the following two years.

Reed adds: “The poster pre-vetting procedure is designed to prevent the same advertiser going too far.”

Paul Robinson, managing director of Talk Radio, says: “I have no regrets about the campaign at all. I believe it has worked well for the station.

“The campaign was designed to get people talking and it did just that.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here