ASA rejects Yorkie poster complaints

Poster ads for Nestlé Rowntree’s Yorkie bar, relaunched last year, have attracted 97 complaints to the Advertising Standards Authority (ASA), on the grounds of reinforcing sexist attitudes towards women.

Poster ads for Nestlé Rowntree’s Yorkie bar, relaunched last year, have attracted 97 complaints to the Advertising Standards Authority (ASA), on the grounds of reinforcing sexist attitudes towards women. The ASA has ruled that the complaints, which label the campaign “offensive”, are not justified.

The ads, created by J Walter Thompson, use the strapline: “Girls, save your money for driving lessons”. The letter “O” in the brand name is mocked up to resemble a “no women” road sign. The packaging of Yorkie bars incorporates the same design.

Yorkie was relaunched last year, with the tagline: “Yorkie. It’s not for girls” (MW March 28, 2002). The relaunch was supported by a £3.5m TV campaign.

The ASA has not upheld Transport for London’s complaints about a series of easyJet ads which made reference to the congestion charge. The ads, which carried the strapline: “Escape London’s living(stone) nightmare!” used the congestion charge “C” logo. TfL complained that easyJet unfairly denigrated London Mayor Ken Livingstone.

The ASA has ruled that the ads use tongue-in-cheek humour and do not mislead people into believing that the congestion charge has led to chaos.

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