Lowes and Smirnoff work given all-clear after racism charge

Ad watchdogs have cleared a pair of Smirnoff vodka ads of charges of racism and linking alcohol with sex.

Ad watchdogs have cleared a pair of Smirnoff vodka ads of charges

of racism and linking alcohol with sex.



The ads - one of which shows a naked woman whose pubic hair is covered

by a map of India, the other featuring naked visitors to an art gallery

- provoked complaints about nudity and claims that the campaign was

offensive to Indians.



But the Advertising Standards Authority, which advised Lowe Howard-Spink

on the content of the ads before they appeared, this week ruled that

their light-hearted approach and tight targeting meant they were

unlikely to cause widespread offence.



The ad featuring the map of India appeared in FHM. FHM admitted that the

ad had attracted complaints and, with hindsight, it should not have

accepted it. Yet IDV UK, Smirnoff’s distributor, said it had

deliberately chosen a Caucasian model so as not to cause offence and

claimed the visual pun was ’discreet and tasteful’.



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