06-30-2010
Diesel banned from using "offensive"
ads
LONDON (Reuters) Fashion label Diesel has been banned
from using two adverts showing young women which a standards
watchdog said were likely to cause serious offence.
www.diesel.com
The first shows a woman holding open the waistband of her bikini
bottoms and taking a picture of her groin as a lion prowls behind
her.
In the second, a woman stands on a step ladder whilst lifting up
her top to expose herself to a security camera.
Both carry text saying: "smart may have the brains but stupid has
the balls. Be stupid.Diesel."
The Advertising Standards Authority (ASA) said on Wednesday 33
complainants had said the ads were offensive, unsuitable to be seen
by children and encouraged anti-social behaviour.
Diesel responded that the ads intended to show femininity in a
different, unique way.
It said in a statement: "the posters portrayed a very strong and
unexpected image of femininity, aligning it with typically
masculine themes such as the lion and that the confident behaviour
in the combination with the use of the text 'stupid has the balls'
described her way of thinking."
It said neither showed any "provocative nudity beyond the usual
amounts shown in many swimwear, sportswear or lingerie
ads."
Whilst the ASA acknowledged that the posters did not show any full
frontal nudity, it decided that they contained sexual undertones
that were likely to be seen by children.
It said of the surveillance camera ad: "We considered that the
image portrayed socially challenging actions that might be
attractive to younger consumers who would be interested in the
youthful and edgy fashion range and might encourage behaviour that
was anti-social or irresponsible."
The ASA said the second poster with the lion is "likely to cause
serious offence to many adults."