ASA rejects complaints against Daz and 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: " 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.

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