Officers Club promo ad banned for sexism

Menswear retailer Officers Club 1979 has been slammed by the advertising watchdog for running an in-store promotion featuring sexist imagery.

/p/d/o/OfficersClub.jpg

The in-store material promoted a competition to win a “lads’ holiday” to Ayia Napa and was displayed in all Officers Club outlets.

One image showed three girls smiling at the camera and was labelled “Ayia Napa 2011” while the second image showed only a woman’s torso in a small bikini top and was labelled “Awesome views”. The text below said “Start 2011 with a bang!”

Complainants labelled the ad offensive because they believed it objectified women, while some also thought it was inappropriately placed and could be seen by children.

The retailer acknowledged that it had received a “very small” number of complaints and these had been resolved by removing part of the imagery.

It added that the images were chosen “to reflect the nature of a so called ‘lads’ holiday’ to Ayia Napa”. It considered the materials “mildly provocative” but not indecent.

The Advertising Standards Authority says that the sole focus on a women’s chest was gratuitous and likely to offend women and ruled that the ad must not run again.

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