This poster advertisement launched by Ann Summers recently cleared by the advertising watchdog, which had attracted complaints for being offensive. The poster is showing a topless woman with the strapline, ‘Making Devon Cream’. The poster in question was displayed on the side of a van to promote the opening if a new outlet on Exeter High Street.
The complainants alleged that the advertisement was offensive particularly because it could be seen by children. However, advertisers argued that the ad van ran from Monday to Friday between 10am and 5pm only, when children would mostly be at school. The Advertising Standards Authority had received two complaints regarding the advertisement.
The ASA acknowledged in its ruling that the strap line, ‘Making Devon Cream’, was unlikely to be understood by children. It further said that although the pose of the model and the sexual overtone might be distasteful to some, it was unlikely to cause serious or widespread offence.
