MTV’s The Valleys ‘sexual’ ad banned

An ad for MTV’s Cardiff-based reality TV series The Valleys has been banned by the advertising regulator, which deemed the spot too “sexual” for broadcast in the early evening.


The ad featured several scenes from the series including a woman bouncing on a sofa with her underwear visible, another women flexing her breasts in a low cut top, two women kissing, men and women kissing and a woman pulling up a man’s top and rubbing his torso.

It was cleared for broadcast by Clearcast with an “ex-kids restriction”, meaning it could not be shown around programmes made for children.

The clearing body felt the ad did not go any further in terms of real or implied sexual content than previous ads for similar reality programmes, especially because the visuals shown were of a “comic, slapstick nature”.

Complaints to the Advertising Standards Authority (ASA) about the ad, however, objected to the ad’s pre-9pm broadcast. They claimed the ad was “inappropriately” scheduled when children still might see its “sexual content”.

The ASA noted that while the ad did not contain any explicit nudity, it did include a number of shots that focused on breasts and a number of suggestive scenes that depicted a sexual element.

The watchdog ruled the ad was not suitable for broadcast before 7.30pm when younger children might be watching and banned the spot from appearing in its current form before this time restriction.

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