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.


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.


Exclusivity remains last word in luxury

Mark Choueke

When Marketing Week columnist Mark Ritson took to the stage at one of our conferences last September to present “seven big lessons on brand management” to an audience of brand managers, he told them that targeting means two things. Identifying the segmented audience your brand wants to reach and clearly identifying all the other audiences […]

1 Comment

Motion picture marketing

Jessica Davies

Kiss goodbye to the 30-second ad/ YouTube, branded clips and click-to-buy are redefining the who, what, where, when and how of online campaigns.


    Leave a comment


    Got a question?