Accurist, the watch manufacturer, has been condemned as
’irresponsible’ by the Advertising Standards Authority for its ’put some
weight on’ campaign featuring an emaciated model.
The ASA received 83 complaints about the TBWA Simons Palmer national
press and poster campaign - showing a watch on a model’s skinny upper
arm - which was accused of mocking people with eating disorders and
portraying underweight people in a positive light.
Now the ASA has ruled that the campaign was offensive - and has issued a general warning to advertisers about the use of so-called
In its monthly report, the ASA insists it doesn’t want to ban the use of
slim models but it urges advertisers ’to be sensitive to the broader
messages when they use social issues to sell’.
Last month, Accurist launched a toned-down version of the ad using a
Meanwhile, Reckitt & Colman has been given the all-clear by the ASA over its controversial poster campaign for Lemsip Powercaps which was accused of playing on fears about job insecurity and ignoring medical
GGT produced the posters, one of which asked: ’What sort of person goes to work with the flu? The one after your job.’
The ASA has also thrown out complaints by a tequila producer that a
poster campaign for Alka Seltzer XS featuring a sick-looking worm at the
bottom of a tequila bottle and carrying the line, ’When you’ve had one
too many’, was a threat to its business.
Jose Cuervo International claimed the Abbott Mead Vickers BBDO poster
featured a bottle label which could be mistaken for Jose Cuervo
But Rizla, the cigarette paper maker, has been warned about its future
advertising after complaints that a poster encouraged young people to
smoke cannabis. The ad, by CKBT, featured the word ’drawing’ above a
drawing of a Rizla pack. In one corner was the message: ’Rizla. It’s
what you make of it.’