A specialist insurer has been criticised by the Advertising Standard Authority for running sexist advertising.
Aaduki specialise in insurance for photographers and video operators. It ran an ad in Amateur Photographer magazine featuring a woman wearing only briefs, holding a camera over each breast. The ad carried the slogan "Confused and don't know where to look?"
Following a complaint from a reader, the ASA investigated the issue. In its defence, Aaduki argued the ad was intended to be suggestive, Carry-On style humour. It noted that scantily-clad women were regularly seen in photographic magazines and likened it to tabloid newspaper images. The company also pointed out that scantily-clad men were a regular feature in its displays at conventions and exhibitions, and that it had previously used men in similar ads without problems.
The ASA upheld the complaint, saying the ad was "likely to be seen to degrade women by linking their physical attributes to that of the cameras." In reaching its decision, it emphasized the point that the image in the ad had nothing to do with the service on offer. The ruling means the advertisement cannot be used again.