London's ASA bans objectifying "slim phone" ad after complaints

https://www.youtube.com/watch?v=_AXU5QYtOQc

The ASA pulled above TV ad (now only available YouTube) for Kazam’s new Tornado 348 phone, saying it was “sexually suggestive” and breached the UK Code of Broadcast Advertising. Eight people made formal complaints to the ASA, saying the content had nothing to do with the product being advertised.  After having their ad pulled, the mobile company was warned that it should not cause offence in future ads by objectifying women.

In its ruling, the ASA stated:

“The ASA noted that much of the ad focused entirely on the actor in her underwear, including scenes that featured several close-up shots that lingered over her breasts, buttocks and lips, which we considered were sexually suggestive. Additionally, this was heightened by the suggestive nature of the music and voice-over and further reinforced because the focus on the woman bore no relevance to the advertised product.”

In defence of the ad Kazam the idea was “tongue in cheek” and that the company did not show the ad during programmes with a younger viewership.