Media Law Prof Blog

Editor: Christine A. Corcos
Louisiana State Univ.

Wednesday, February 13, 2013

ASA Bans Sexually Suggestive Chanel Ad

The UK Advertising Standards Authority has upheld objections to a Chanel ad featuring actress Keira Knightly, noting that it was scheduled during a time when children could easily have been watching. The ad "involved sexually suggestive content" which was "unsuitable for young children." 

A TV ad, for the perfume Coco Mademoiselle, included scenes that showed the actress Keira Knightley being photographed on a bed. The photographer was shown unzipping her clothes before she undressed herself, showing her shoulders and part of her back. The actress was then shown dressed only in a bed sheet crawling towards the photographer before lying back on the bed. The photographer appeared about to kiss her when she put a finger to his lips and said "lock the door".

Said the ASA:

[T]he undressing in the ad took place in the context of a photo shoot but nevertheless [the ASA] considered those scenes involved sexually suggestive content. We noted that the photographer was directly involved in unzipping the actress's garments and that there was a suggestion that she was naked aside from a bed sheet. We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed. We noted that Ice Age 2 was of particular appeal to children. We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children. We therefore concluded that the ad was inappropriately scheduled and an ex-kids restriction should have been applied to prevent the ad from being broadcast in or around children's programming.

Read the entire ruling here.

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