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Adjudication of the Advertising Standards Authority for Ireland:
Complaint:
Poster advertising for Yoplait "Everybody" was the subject of objections. The poster featured a picture of the upper half of a naked woman, pictured from behind, with two pairs of hands other than her own on her body with a title "Everybody loves your body".
Among the objections were that the advertisement was offensive in that it was a very public depiction of sexual fondling, with an additional hint of "Group sex"; it was out of place in the view of children; it was insulting and demeaning for women; it treated the human person as a mere object used to sell products. Complainants objected to the placing of the advertisements at bus stops and in particular at bus stops close to schools.
Conclusion:
Complaints Upheld
The Code of Advertising Standards requires that an advertisement should contain nothing that is likely to cause grave or widespread offence. Advertisers should take account of public sensitivities in the preparation and publication of advertisements and avoid the exploitation of sexuality and the use of undesirable innuendo. They should respect the dignity of all persons and avoid demeaning men and women and should not use offensive or provocative copy or images merely to attract attention.
The Complaints Committee considered the response of the advertisers. The Committee concluded that the positioning of the hands placed on the woman's shoulder and body when linked to the wording "Everybody loves your body" did not respect the dignity of women, was sexually suggestive, had no direct link with the product and could be considered to have been used merely to attract attention, in contravention of the Code.
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