ASA clears Nicky Clarke press work

Raunchy shampoo ads featuring naked couples washing each other’s hair will not be banned by the advertising industry’s watchdog despite the campaign being one of the most complained-about of the year.

Raunchy shampoo ads featuring naked couples washing each other’s

hair will not be banned by the advertising industry’s watchdog despite

the campaign being one of the most complained-about of the year.



More than 130 people contacted the Advertising Standards Authority to

order its withdrawal, claiming the ads for the Nicky Clarke Sport

haircare range were gratuitous, explicit and offensive.



But the ASA this week refused to back the objections and ruled that the

ads were acceptable because they showed ’adults having harmless

fun’.



The ads, by Publicis Focus, caused a stir when they began appearing in

national newspapers four months ago. One execution showed a naked woman

sitting astride her partner’s shoulders. Another, featuring two men

massaging each other’s scalps, ran in gay publications.



The Daily Mail ran one of the ads but declined to accept others after

receiving complaints. The Times and the Independent both ran the

campaign without question.



The Nicky Clarke Group denied the ads were explicit but said they were

relevant to the product and that the reference to ’partners’ in the text

emphasised that the featured couples were in committed

relationships.



Meanwhile, Kellogg was ticked off by the ASA over a magazine ad which

linked weight problems to school bullying and suggested that Kellogg’s

cereals could help keep children’s weight down.



The ASA warned Kellogg that it must not repeat such advertising which,

it said, simplified and trivialised bullying problems and exploited the

insecurities of both children and parents.



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