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Advertiser: Dublin Tint
Medium: Internet (Company Website)
ASAI Code 7th Edition: 2.4c, 3.2, 3.3, 3.10, 3.16, 3.17, 3.20
The company website which offers a window tinting service for cars features an image of a woman sitting with her bare legs crossed. She is wearing a black jacket opened at the front with her breasts partly on display. Her arms are positioned to cover the lower part of her body. She is wearing bright red lipstick and nail polish and wears rings on both hands. A gold pendant necklace is draped between her breasts. The caption reads:
“You decide what to show”
The complainant considered the imagery used in the advertising to be totally sexist, belittling and demeaning of women.
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 concluded that the advertisement was in breach of Code sections 3.2, 3.3, 3.10, 3.16, 3.17 and 3.20 of the Code”.
ACTION REQUIRED: The advertisement should not reappear in its current form.