ITV rapped over 'mildly sexual' perfume ad

ITV has been warned to more care in the schedule of ads after a mildly sexual spot for Coty perfume Just Cavalli was shown during 'New You've Been Framed!'.

The ad by Select NY featured the model Lara Stone and a male model, who follows her as she runs through a building while removing her coat and blouse. The man, who has a naked torso, chases her into the bedroom where they kiss.

Clearcast, the body that reviews ads before they are broadcast, gave the spot an ex-kids restriction but it was shown during ‘New You've Been Framed!’ on ITV.

In its response ITV said the programme was not commissioned for, or targeted at, children and the proportion of children aged 10 - 15 years watching the programme was under the threshold at which a show was deemed to have particular appeal to kids.

However, the Advertising Standards Authority looked at the four weeks before the programme, rather than just the previous week, and found that the show had been viewed by a significant number of children.

The ASA, therefore, ruled the ad breached the Broadcasting Code with regard to scheduling and warned ITV to take more care with the scheduling of ads in future.

Other complaints about this ad and similar ones were not upheld.

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