ASA rejects complaints against Daz and Match.com TV ads

Complaints that a television ad for Daz featuring pop group Right Said Fred singing "I’m too sexy for my whites" is unsuitable for broadcast around children’s programmes have not been upheld by the advertising authority.

The Procter & Gamble-owned washing powder ad shows Right Said Fred lead singer Richard Fairbrass moving his left hand down his chest towards his groin, triggering five complaints against the suggestive movements.

The Advertising Standards Authority has ruled that the ad is suitable for viewing without a scheduling restriction, as it believes that children are likely to respond to the humour in the ad rather than viewing it in a sexual content.

The campaign has been created by Leo Burnett.

Three television ads for online dating agency Match.- com have also not been upheld, after they attracted 30 complaints against the "tasteless" and "offensive" sexual innuendo.

The campaign, created by Hanft Raboy & Partners, uses the strapline: "Match.com make love happen."

One execution shows a couple kissing passionately while wiping cream over each other’s faces. Another features a couple dancing energetically in a lift and at one point the man licks the woman’s neck.

A third execution shows a couple kissing in a heart shaped hot tub. An elderly man, dressed in the style of a rambler, complete with bobble hat and backpack, appears from beneath the surface of the frothing bath water. The couple are oblivious of his presence even after he pats the woman on the head, climbs out of the tub and walks off.

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