Sexy poster curbs “tricky” to implement, says ASA chief

Limiting the number of outdoor advertisements that appear outside schools will be “tricky” to implement, according to the advertising watchdog’s boss.


Earlier today (6 June), a Government-commissioned report from Mothers’ Union chief executive Reg Bailey called for advertising watchdogs to limit the number of billboards containing risqué images placed near schools, a recommendation backed by Prime Minister David Cameron.

Guy Parker, chief executive of the Advertising Standards Authority, told Marketing Week that work needs to be done to establish a framework for judging ads that are sexually suggestive.

He adds that a recent “responsibility deal” between the alcohol industry and Government that will see a ban on billboards for drinks brands appearing within 100m of schools is “black and white” but Bailey’s proposal is “not nearly as clear cut”.

“There is a potential for inconsistency because one poster company might have a different opinion to another”, he adds.

Parker says he will work with the Outdoor Media Centre on implementing the changes.

In a statement, the OMC agreed that implementation could be difficult.

“A key issue is the matter of what constitutes a sexualised image. Without evidence based research, it is hard to provide very clear guidelines to creatives at agencies and to the advertisers themselves”.

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