ASA backing for L Word imagery

The advertising watchdog has not upheld complaints against the most controversial non-broadcast ad this year. The Advertising Standards Authority (ASA) received 650 complaints against a poster campaign for The L Word, a show about lesbian friends in Los Angeles.

The posters feature photographs of women’s bodies from chest to thigh wearing only knickers and covered in body oil. The complainants objected that the ads are offensive, degrading to women and unsuitable for children.

One poster shows a woman wearing knickers with the text “hello girls”.Her hand is shown tugging down one side of her knickers.

The ASA has ruled that, while the complainants may have objected to the advertising of a homosexual TV programme, the images are neither gratuitous nor explicit.

v The ASA has upheld a complaint against a poster for Cerveza beer owned by Scottish Courage, which features the scarred torso of a man in bullfighting attire. It was created by Harrison Troughton Wunderman, has the tagline: “Cerveza de Passion”.

The ASA has ruled that the poster links alcohol to physical challenge, bravery and daring, and has asked the advertiser not to repeat the approach. Scottish Courage has agreed to its withdrawal.

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