ASA bans Lynx ads after complaints

Unilever's Lynx deodorant brand has been hit with a double ban from the Advertising Standards Authority for separate outdoor and internet campaigns.

Pinder: ad featuring the model was banned
Pinder: ad featuring the model was banned

An outdoor ad for Lynx Excite, which ran in July and was created by Bartle Bogle Hegarty, drew 113 complaints. It featured a bikini-clad woman under a shower alongside a line stating: "The cleaner you are the dirtier you get."

The digital campaign, which ran in June and July and was created by Tullo Marshall Warren, attracted 15 complaints. It featured the model Lucy Pinder eating whipped cream from her finger alongside the line: "What will she do to make you lose control?"

Complainants said the posters had been placed near schools and were pointed out by their young children, who asked their parents to explain the meaning of the copy.

The ASA judged the outdoor ad complaints under its tougher guidelines introduced in the aftermath of the recent Bailey Report.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published