Durex billboard ad gets ASA rap

Durex is being forced to pull down an execution for its first billboard campaign, which features condoms arranged to form the words “Roger More”, after the Advertising Standards Authority (ASA) found it to be sexist and offensive.

The Committee of Advertising Practice (CAP) copy advice team had advised Durex before the campaign broke that this particular execution was likely to cause complaints.

The ASA did not uphold complaints objecting to the “Roger More” execution for being irresponsible on the grounds that it encourages people to indulge in casual sex. The ASA is also investigating complaints against another execution for the Durex Performa brand, which features the word “Ejaculator”. The entire campaign was created by McCann-Erickson Manchester (MW May 1).

The ASA has not upheld complaints against a Procter & Gamble (P&G) Ariel-branded “Schools and Sciences” homework pack, which includes a sample of Ariel washing tablets, a piece of fabric and some tomato ketchup with the aim of getting children to conduct washing experiments to remove the source from the fabric.

The pack was sent to Year 5 and 6 pupils, with instructions to record the number of washes done over a seven-day period, the temperature of the washes, the type of detergent used and the name of the product.

The ASA ruled that the homework pack is unlikely to be considered as an ad masquerading as an educational programme. It added that the pack is advertising material and is subject to advertising codes.

â¢

NTL is contesting an ASA ruling which has asked the advertiser to drop the claim “UK’s No.1 Broadband Internet provider” from its national press campaign, following complaints from rival Freeserve.com

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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