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Advertiser: Hamptons Floor Store
Medium: Outdoor, Social Media (Facebook)
Codes:ASAI Code 6th Edition: 2.7, 2.15
The advertisement which appeared in outdoor and on the advertisers’ Facebook Page featured a picture of Caitlyn Jenner1 accompanied by the following text:
FANCY A CHANGE
# GetLaid the Hamptons Way”
1 Formerly known as Bruce Jenner (male) now known as Caitlyn who revealed her gender identification as a Transgender woman in April 2015. Her name and gender change became official on 25th September 2015.
All complainants considered the advertisement to be offensive, transphobic and demeaning to transgender people everywhere. Some complainants also considered the advertising to be belittling to the struggles encountered by transgender men and women and insinuated that a change in gender identification was as simple as buying new flooring.
The advertisers failed to respond to the complaints.
The Complaints Committee considered the details of the complaints and noted the level of offence the advertising had caused to consumers. The Committee expressed their concern at the advertisers’ failure to respond in the matter. 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 complaints were upheld under Sections 2.7 and 2.15 of the Code.
The Committee drew the advertisers’ attention to the previous Case Report (Case 24702) and told them that their current advertisement should not run in its current format again.