ASA restricts sexy Mattesons ads

A radio campaign for Mattesons that included a number of sexual innuendos has been criticised by the Advertising Standards Authority because it was unsuitable for children.

Mattesons advert

The watchdog ruled the ads for the smoked pork sausage brand “could cause harm to children” and were inappropriately scheduled during times when children could be listening.

Four separate executions aired on three different Scottish commercial radio stations.

One featured a female saying: “I’m renowned for my big sausage hot pot. People are always calling by for a bit and my husband Roger loves it.”

A male voice replies: “Roger that Fiona. Ladies, keep telling me where you like to stick yours… Mmm, Mattesons smoked pork sausage. You want it.”

Kerry Foods says the ads were cleared by standards body RACC, which said no scheduling restrictions were necessary because the ads were not graphic or sexually explicit.

The watchdog cleared the ads of being offensive after 21 people complained about the sexual innuendos. The ASA accepted Kerry Foods’ argument that the ads were tongue-in-cheek and light-hearted.

The ASA says the ads must not be broadcast around programmes likely to be heard by a significant number of children.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here