Watchdog works with government after sexualisation is highlighted in perfume ads

The government commissioned an independent report, ‘Letting Children be Children’, calling on advertisers and regulators to take a joined-up approach to address parents’ concerns about a ‘sexualised culture’ surrounding children.

“One of the ASA’s key objectives in response to the report is to protect children from inappropriate sexual imagery in outdoor advertising, particularly in locations of relevance to children e.g. near schools,”​ says the advertising watchdog.

The ASA’s adjudications help marketers to understand where it draws the line in relation to sexual content in ads.  One of the more important adjudications involves products that are commonly given as Christmas presents: perfume; as the festive season is fast approaching.

Perfume industry highlighted​

Last year, the ASA received complaints about a magazine ad for Marc Jacobs’ “Oh Lola” perfume​. 

The ad showed actress Dakota Fanning wearing a pale coloured thigh length dress, holding a perfume bottle which rested in her lap between her legs. 

Readers challenged whether the ad was offensive and irresponsible, because it portrayed the young model in a sexualised manner.

Earlier this year, the ASA highlighted ads that it had ruled against because the sexual content was considered to be inappropriate given the media in which the ads appeared.

Sexually provocative images, airbrushed photos and misleading claims in perfume and cosmetics adverts have all been cracked down on by the ASA, over questions that companies were going too far when it comes to advertising their products.

Crackdown​

“Marketers should note that conformity with the CAP Code is assessed ‘according to the marketing communication’s probable impact when taken as a whole and in context’,”​ says the ASA.

“Therefore, the ASA will take into account the content and context of the ad, the medium in which it appeared and the audience (including their likely response) when it considers ads under the Code. “​

Some commentators have highlighted the perfume industry, amongst others, as the major proponent of “sex sells” marketing campaigns. 

“The ASA understands that such imagery is used to attract the attention of consumers but calls on the industries to take into consideration public sensitivities about children, and to acknowledge the requirement to produce socially responsible marketing communications under the Advertising Codes,”​ ends the statement.