French fine Benetton over `offensive’ HIV ads

Benetton has been fined $32,000 (ú21,000) by a French court for causing offence to people with HIV and Aids, with its controversial advertising.

Benetton has been fined $32,000 (£21,000) by a French court for causing offence to people with HIV and Aids, with its controversial advertising.

The decision follows a case brought by three HIV positive people and the AIDES Federation Nationale claiming that the knitwear company’s 1993 campaign, featuring images of a forearm, lower abdomen and backside branded with the phrase “HIV-positive”, was intrusive and exploitative. The Paris court said the campaign was an abuse of expression and a “provocative exploitation of suffering” in finding against Benetton.

Benetton is also pursuing legal actions against German retailers for unpaid bills (MW last week). The retailers are demanding compensation for damage done by the controversial ad campaigns.

The French court asked for an undertaking that the HIV Positive campaign would not be repeated. Benetton is appealing against the court’s decision.

Recommended

Importance of the individual

Marketing Week

With reference to the article “Turning the Cables” (MW, January 27) I felt it important to clarify the role of the CCN Group, and particularly its Mosaic Systems product, within the cable industry. Firstly, the article’s author is quite right in identifying the primary use of Mosaic as the prioritisation of areas for building and […]

Cosmo maintains lead on Marie Claire

Marketing Week

Marie Claire has failed to close the gap on its rival Cosmopolitan in the latest round of ABCs, despite posting a 17 per cent year-on-year increase in circulation. The IPC glossy increased circulation to 430,622 in the July to December audit period, giving Cosmopolitan – which recorded sales of 460,582 for the period – a […]

PepsiCo has to change TV campaign

Marketing Week

PepsiCo will have to bow to UK TV watchdogs and change its latest TV ad campaign. The soft drinks giant had intended to air new ads by Abbott Mead Vickers.BBDO which ridicule arch rival Coca-Cola. One of the ads, fronted by Cindy Crawford, shows a Coke can and knocks the competing product. (MW January 20) […]

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now