ASA to vet Ann Summers poster campaigns

Sex retailer Ann Summers, known to court controversy with its advertising campaigns, will be forced to have all its poster campaigns vetted for the next two years, following a ruling by The Advertising Standards Authority (ASA).

Ann Summers must submit its posters to the Committee of Advertising Practice (CAP) copy advice team, after the watchdog asked the retailer to take down posters featuring a woman wearing a G-string and bra astride a model horse.

The poster’s strapline read: “Ride a Cock Hoarse” (MW April 22).

Ann Summers chief executive Jacqueline Gold says: “I’m furious with the ASA’s decision. Out of principle I’m not going to let the ASA prevent us from doing what we want, so I’m consulting with my legal team to challenge this ruling.”

Last year Ann Summers was forced to withdraw a poster featuring a woman with her hands handcuffed behind her back, after it was panned for being offensive and degrading to women (MW April 10, 2003).

The poster used the strapline: “Lancashire hotbot…. for fashion and passion whip along to your local store.”

Separately, the ASA has upheld complaints against a campaign by Triumph International’s lingerie brand Sloggi, which features three rugby union players wearing only fitted underpants.

Another poster shows four young women standing with their backs to the camera wearing only G-strings and high heels.

The complaint was upheld because the ads were deemed unsuitable for display outside a mosque.

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