ASA looks into ‘D-Day slur’ complaints

A Grey London campaign for Unilever-owned Slim-Fast that featured five bikini-clad girls with the caption “We’ll fight them on the beaches” has triggered 11 complaints over making an offensive reference to D-Day, the Second World War Allied landings in Normandy. The Advertising Standards Authority is investigating.

The “Let’s Bikini” ad represents the first time that Slim-Fast has departed from its familiar television formula and instead is a fully integrated campaign incorporating print and outdoor advertising, celebrity PR and in-store displays.

The campaign also includes a series of teasers that lead to a website,, which forms part of an initiative to get consumers to sign up to Slim-Fast. The plan offers Slim-Fast ready meals, soups, bars and shakes.

The ASA has upheld a complaint against another Grey London ad for AOL UK about the advertised speed of broadband access. The advertising watchdog has ruled that it exaggerated the facts because not all users achieve the maximum download speed of 1MB. It has advised AOL UK to consult the CAP Copy Advice team for future ads.

The ad features a drawing of a cheetah with running spikes on its feet and says: “Live faster with AOL’s new Broadband 1MB service…”

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