L’Oréal ads under fire

L’Oréal has received complaints from the Jewish community about an ad campaign that promotes its cellulite-reduction product PerfectSlim.

L’Oréal has received complaints from the Jewish community about an ad campaign that promotes its cellulite-reduction product PerfectSlim.

The community has complained that the ads, which show a pair of toned legs, some of which are displayed on buses that run in Jewish areas in London, are “offensive”. The Advertising Standards Authority has so far received seven complaints and it is investigating them.

In a separate move, the ASA has upheld 12 complaints against a Lambrini poster campaign that links the sparkling perry to sex, breaching the codes on alcoholic drinks advertising.

The poster campaign appeared in railway stations in Liverpool during the Grand National fortnight. Each of the four ads featured a photograph of three women, with one of them holding a glass of Lambrini. One poster used the tagline: “I love a man with a powerful beast between his legs.” Another poster stated: “Leather boots and whips. Don’t you just love a day at the races.” The ASA has ruled that Lambrini will need to get all advertising vetted for the next two years.

The ASA has not upheld complaints against Dolce & Gabbana poster ads, one of which shows a woman in her bra and knickers sitting with her legs apart and another woman with her head resting on the first woman’s thigh. In the background is a man wearing underpants. The ASA has ruled that the ad does not simulate scenes of group sex.

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