ASA supports controversial Peugeot ad

The Advertising Standards Authority has resisted public pressure to ban a car ad showing a woman’s tattooed midriff featuring the car model.

There were 47 objections to the press and poster ad for the Peugeot 106 Independence through EURO RSCG Wnek Gosper.

The ASA agreed with the advertiser’s arguments that it did not give a negative message about women and would not cause serious offence.

But a press ad for Vimto soft drink Indigo, featuring a cartoon of a black man wearing gold chains, one of which sported a small gun, was banned for its “mocking portrayal”.

Boots was also rapped for a press ad for vitamin supplements through J Walter Thompson. It showed an old woman kicking a ball in the air and carried the tagline: “Over the hill? What hill?” The ASA objected to the implication that the vitamins made old people feel more agile.

A poster ad for Pro-Plus, the caffeine tablet made by Roche Consumer Health, through BDS, which showed a group of girls on a night out, was also banned for being irresponsible, because it implied the preparation should be taken too frequently.

Several national newspapers were criticised for running promotions which did not specify exact details.

In this month’s editorial, the ASA also emphasises that pressure groups do not have the right to cause widespread offence, even though many issues justify a shocking approach.


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