Fusion radio 'nipples' ad slammed as sexist

By Jennifer Whitehead,, brandrepublic.com, Wednesday, 06 February 2002 08:21AM

LONDON - A poster advertisement for Fusion 107.3FM, where a woman's nipples were replaced by radio dials, has been slammed as "sexist and irrelevant" by the advertising watchdog.

The ad for Fusion, a South London radio station, showed on the left side of the poster a photograph of a near-naked women with her nipples airbrushed out and radio dials positioned in what could be seen as a south-easterly direction. It featured the words "for south east people".

More than 70 people nationwide complained about the ad for the local radio station, which was created by AMD. Complainants said the ad was sexist and demeaning to women.

Fusion claimed that it was not, in fact, trying to shock and that it had airbrushed out the woman's nipples to avoid causing offence. It also said it regretted that the ad had appeared in "inappropriate locations, such as near schools".

The Advertising Standards Authority ruled that the image of a naked woman was sexist and irrelevant to the product, and told Fusion to withdraw it immediately.

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This article was first published on brandrepublic.com


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