• Cookies Policy
  • ASAI and Remote Working
  • Links
  • Publications
Ph: (01) 6137040 // Email: standards@asai.ie
linkedin
twitter
  • Welcome
  • Make a complaint
    • Advertisement or Promotion
    • Online Behavioural Avertising
  • About ASAI
  • Advertising & Self Regulation
  • ASAI Code
  • Complaints Bulletins
  • News

Clothing

December 13, 2016
by mveale
Comments are off

Print This Post Print This Post
Bulletin: 16/7
Batch: 239
Reference: 26807
Product: Clothing
Advertiser: 6th Sense Global Designs
Influencer:
Agency:
Medium: Brochure, Outdoor
Codes:
ASAI Code 7th Edition: 2.4(c), 3.17, 3.18, 3.20

  • Advertisement
  • Complaint
  • Response
  • Conclusion
  • The advertising appeared in both outdoor and in the programme for the GAA All Ireland Semi-Final Match Programme. The imagery used in each media varied slightly.

    Outdoor:
    The Billboard featured a well-dressed man in a suit jacket and open necked shirt. The man was sitting down and was accompanied by a dark haired young woman who was leaning over him. The woman was in her underwear which included a suspender belt. The man had his left hand on the young woman’s left arm, his right hand was leaning over her lower back. The Caption read:

    “6th Sense Global Design
    DRESS TO IMPRESS”

    Match Programme:
    The same couple appeared in this advertisement dressed as described above. They were both standing and wore sultry expressions. The man had his right arm draped across the woman’s right arm with his hand embracing her shoulder. She had her left hand on the man’s waist. The caption read the same as above.

  • All complainants considered the advertising to be sexist and demeaning to women. Some considered it inappropriate for children’s viewing. One complainant objected to the inclusion of the advertisement in a match programme, where there was a greater likelihood of children seeing it, to be inappropriate.

    One complainant queried why a young woman had to appear in her underwear in an advertisement for men’s clothing.

  • The advertisers said it had never been their intention to offend anybody with their advertising campaign. They said they were no longer using the advertising and had replaced the imagery in question.

    The advertisers forwarded a copy of their new advertising campaign with their response. This Campaign featured the same man as the previous campaign but this time he was featured on his own.

  • Complaints upheld.

    The Complaints Committee considered the details of the complaints and the advertisers’ response. They reminded the advertisers that “Marketing communications should respect the principle of equality of men and women. They should avoid gender stereotyping and any exploitation or demeaning of men or women” and “not use offensive or provocative copy or images merely to attract attention.

    The Committee noted that the product being advertised in this case was men’s clothing. They considered that the images in question had been used merely to attract attention and were provocative and exploitative. The Committee concluded that the advertising was in breach of Sections 3.17, 3.18 and 3.20 of the Code.

    As the advertising had been amended no further action was required in this case. The Committee reminded the advertisers, however, to avoid provocative and gender stereotyping imagery in future marketing communications.

Social Share

    Complaints Bulletins

    • Complaints Bulletins
      • 22/4
      • 22/3
      • 22/2
      • 22/1
      • 21/5
      • 21/4
      • 21/3
      • 21/2
      • 21/1
      • 20/6
      • 20/5
      • 20/4
      • 20/3
      • 20/2
      • 20/1
      • 19/6
      • 19/5
      • 19/4
      • 19/3
      • 19/2
      • 19/1
      • 18/5
      • 18/4
      • 18/3
      • 18/2
      • 18/1
      • 17/5
      • 17/4
      • 17/3
      • 17/2
      • 17/1
      • 16/7
      • 16/6
      • 16/5
      • 16/4
      • 16/3
      • 16/2
      • 16/1
      • 15/6
      • 15/5
      • 15/4
      • 15/3
      • 15/2
      • 15/1
      • 14/8
      • 14/7
      • 14/6
      • 14/5

    Search:


    Filter by:

    Reset

    ©ASAI 2021 // 7 Herbert Street, Dublin 2, D02 K838 // Ph: (01) 6137040
    website by smudge design
    /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - start */ /* ----------------------------------------- */ /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - end */ /* ----------------------------------------- */
    This website uses cookies to improve your browsing and interactive experience. If you are happy to proceed with this, please click Accept

    If you wish read more about our cookie policy please Read More
    Privacy & Cookies Policy

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
    Non-necessary
    Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
    SAVE & ACCEPT