ASA criticises Accurist for ’super-waif’ image

LONDON - 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.

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

’superwaifs’.

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

showroom dummy.

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

opinion.

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

Gold.

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.’