Advertising News

A Video on Demand (VOD) ad for Femfresh bikini line shaving products, seen on ITV Player and 4oD in March and April 2017, featured several women, who were wearing briefs and swimwear, dancing. It included multiple close-up shots of the women's crotches.

Seventeen complainants, who believed that the ad objectified women and portrayed them in an overly sexualised way, objected that it was offensive and socially irresponsible.

ASA Assessment: Complaints upheld

The ASA noted that Church & Dwight had received advice from Clearcast, which set out Clearcast's view that the ad was OK for VOD. However, we noted that the advertiser had primary responsibility for ensuring that VOD ads complied with the CAP Code.

The ad promoted products for shaving the bikini line, and given their intended use, it was relevant for the ad to focus on that area of the body and show women wearing swimwear and fitness wear that exposed it. We also noted that many of the dance moves used in the routine reflected those that might be seen in some exercise classes. However, overall we considered that the dance sequence was highly sexualised, in the style of a music video, and featured many thrusting dance moves. The ad focused to a large extent on the women's crotches, with relatively few shots of their faces, and some of them wore high-cut swimsuits that were more exposing than many swimsuits. Even taking into account the nature of the product, we considered that it had been presented in an overly-sexualised way that objectified women. We concluded that the ad was likely to cause serious or widespread offence and therefore breached the Code.

The ad must not appear again in its current form. We told Church & Dwight Ltd not to use advertising that objectified women and which was likely to cause serious or widespread offence to promote their products.

In response to recent boycotts by high profile advertisers, YouTube has clarified its censorship rules to enable video-makers to know which content it considers to be advertiser-friendly.

In a blog post, the video-sharing website said it would not allow adverts to appear alongside hateful or discriminatory content. It will also refuse to place ads next to videos using gratuitously disrespectful language that shames or insults an individual or group. The guidelines also discourage film-makers from making inappropriate parody videos using popular family entertainment characters.

YouTube has detailed new censorship rules in a blog post:

• Hateful content: Content that promotes discrimination or disparages or humiliates an individual or group of people on the basis of the individual's or group's race, ethnicity, or ethnic origin, nationality, religion, disability, age, veteran status, sexual orientation, gender identity, or other characteristic associated with systematic discrimination or marginalization.

• Inappropriate use of family entertainment characters: Content that depicts family entertainment characters engaged in violent, sexual, vile, or otherwise inappropriate behavior, even if done for comedic or satirical purposes.

• Incendiary and demeaning content: Content that is gratuitously incendiary, inflammatory, or demeaning. For example, video content that uses gratuitously disrespectful language that shames or insults an individual or group.

However, the announcement has met with some criticism from video makers. Captain Sauce, pointed out that the algorithm used to detect whether a video may contain inappropriate content was not perfect.

Whilst Eugenia Loli pointed out that mainstream news networks often post inflammatory studio debates that could be judged incendiary and demeaning, while music videos often pushed the boundaries of sexually-explicit content, but these still carried advertisements. He wrote:

Why punish the little guy, but not the big networks? This is a double standard.

Wicked Campers are known as a brash, unapologetic company that built its reputation on homourous slogans plastered across its vehicles.

But almost a year on from a nationwide furore that saw New Zealand's Chief Censor ban a handful of its vans from the road, the feeling is that the company has been somewhat tamed. Golden Bay's Pohara Campground assistant manager Leigh Johnson said:

They are not like they used to be 12 months ago. It think they have toned it down.

The film censor's ban meant that the specific vans were banned from public places in New Zealand and Wicked could face a fine of up to $200,000 per offence if it continued to use them.

Murchison's Riverside Holiday Park, leaseholder Robin Sandford, said it seemed:

All the bad ones had disappeared. I don't know if they have taken them off the road or what but we don't see a lot of them coming in here. I saw two in the last two weeks and there was nothing offensive on them. They were funny but they weren't offensive.