ASA lambasts poster for Louis Marcel

By HARRIET MARSH, campaignlive.co.uk, Friday, 10 December 1999 12:00AM

The healthcare company, Stafford-Miller, has been condemned as irresponsible by advertising watchdogs who have accused it of encouraging violence against women.

The healthcare company, Stafford-Miller, has been condemned as

irresponsible by advertising watchdogs who have accused it of

encouraging violence against women.



The row blew up after the appearance of a poster for Louis Marcel

depilatory cream, which showed a woman clad in underwear and carrying

the headline: ’I like my men rough, not my legs.’



Eighty-four people complained to the Advertising Standards Authority

about the ad which, they claimed, encouraged violence by suggesting that

women liked to be treated roughly.



This week the ASA said that although the campaign, produced by Grey, was

acceptable in women’s magazines, where readers would understand its

intention, the company was wrong to have extended the advertising to

posters.



Meanwhile, Sainsbury’s has been carpeted by the ASA over claims about GM

foods.



Its ruling followed complaints by the rival supermarket chains, Waitrose

and Iceland, over a Sainsbury’s press campaign claiming it was the first

major supermarket chain to start making all own-label food without

genetically modified ingredients.



The ASA accepted Waitrose and Iceland were the first to take such action

and rejected Sainsbury’s argument that neither could claim to be ’major

supermarkets’.



The ASA has also renewed its warnings to Benetton over its use of

attention-grabbing shock images.



It follows complaints about a magazine ad for its Sisley fashion brand

which appeared to show a man imitating sexual intercourse with a sheep

and a woman.



But Virgin Cola has escaped ASA censure over an ad by Rainey Kelly

Campbell Roalfe which, it was claimed, made innuendos about

masturbation.



This article was first published on campaignlive.co.uk

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