The Advertising Standards Committee considered consumer complaints against a Teazers radio commercial. The commercial states “Men, if you think that the only reason to come to Teazers cabaret bar is to see drop dead gorgeous butt naked women, consider this: Candy dances to pay her way through varsity; Derby dances to pay her young brother’s school fees; Lap dancer, Brandy is saving for vital breast reduction surgery … So come to Teazers and help these girls’ dreams come true. Please, it’s the right this to do. But do yourself a favour and get here before Brandy has the op.”

Complaints

In essence, the complainants object to the commercial as they believe that it promotes an immoral activity. The complainants contend that this business exploits the women in its employ and is immoral. They further contend that the statement “get here before Brandy has the op” is degrading to women. The complainants state that in this day and age when society is trying to reduce violence against women and increase respect and love for them, places like Teazers are inappropriate. The broadcasting of such advertisements is allowing these places to promote themselves and thereby promote violence and disrespect to women.

Response

The respondent contends that since the first flighting of the commercial the complaints submitted are the first ones to have been received. The respondent states that the commercial at issue has found favour amongst a wide audience (e.g. it won a gold Loerie award; voted as the most popular radio commercial).
At the meeting the respondent submitted that the complainants appear not to be objecting to the content of the advertisement, but that the complainants have a moral problem with the type of business that is advertised. The respondent also stated that it is its not aware of any laws that prohibit places like Teazers from promoting themselves. The respondent contended that although the advertisement deals with a controversial subject, the execution deals with it responsibly.

Co-option

Two officials from the Commission on Gender Equality were co-opted to assist the Committee in its deliberation on the matter. The Commission stated that its opinion on the matter is based on the whole activity of the respondent. It also acknowledged that the merits of the activity cannot be considered by the Advertising Standards Committee in that women who participate in these activities are exercising their freedom of choice and that there is no law which presently prohibits the existence of cabaret bars such as Teazers. However, the Commission stated that the radio commercial portrays women as sex objects and in a degrading manner.

Advertising Standards Committee Ruling

The Committee is not aware of any law that prohibits the existence of a strip tease club and therefore the ASA cannot consider and rule on the morality of the respondent’s activities. The Committee can only deal with the matter insofar as it relates to the content of advertising.
The target market for the commercial is adult males. The flighting of the radio commercial at issue should take into consideration the sensitivities and credulity of certain members of the society, such as children or young people. It would appear that the radio commercial at issue is insensitively flighted during family time. The respondent must be sensitive regarding media placement and time placement of the advertisement at issue.
Where the commercial is insensitively and irresponsibly flighted during family time, it is likely to offend the susceptibilities of consumers and thus would be in breach of several codes.
In view of the above contraventions the commercial must be flighted at appropriate times and in appropriate media in accordance with this ruling with immediate effect, material deadlines permitting.