The Facebook post featured a picture of a young girl wearing a cropped bra top tied at the front in a bow. She was wearing what appeared to be a skirt or trousers held up with braces. She also wore make-up and glasses and smiled at the cameras. The text attached to the post read as follows:
“FRI JUNE 17TH
END OF EXAMS
THE HOTTEST MUSIC
CLOAKROOM AVAILABLE €1
DJ SIXCO IRELAND
ADD US ON (twitter and Facebook logos)
@ 2MILE INN
The complainant said she considered the advertising to be over sexualised and inappropriate for the target audience who on average would be in the 14 to 15 year old age bracket.
The advertisers did not respond to the complaint.
The Complaints Committee considered the detail of the complaint and expressed their concern at the advertisers’ failure to respond to the complaint. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
In the absence of a response from the advertisers the Committee considered the advertising to be in breach of Sections 3.3, 3.10, and 3.20 of the Code.
The advertisers should not use the same imagery in the preparation of future marketing communications for such an event.