ASA dismisses sex-related complaints

2013-03-01 16:18
Billboard (Picture: <a href="">Shutterstock</a>)

Billboard (Picture: Shutterstock)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

Johannesburg - The Advertising Standards Authority of SA (ASA) has dismissed two separate complaints about advertisements related to sex.

It said in a ruling on February 5 that a complaint against an EZ Trade print advertisement promoting a SMS sex service was dismissed.

The advert contains five photographs of women wearing bikinis, as well as the wording "SMS AFRO to 31318" and "SMS SEX to 31318".

"The complainant submitted, in essence, that the advertisement is provocative, showing a lot of '... skin and boobs', and is therefore not appropriate for children who also read newspapers," the ASA said.

"The complainant also added that the publishers of the newspaper have put no control measures in place to prevent children from accessing such advertisements."

The advertising company responded: "The portrayal of women in bikinis is product-relevant and [the] models' attire is no more revealing than what one would find at the beach, or on in a surfing or summer catalogue."

The ASA dismissed the complaint as it did not contravene its Code of Advertising Practice.

"Although the advertising may not be to the taste of the complainant, the directorate cannot, based on a balance of probabilities, make a finding that it is likely to cause harm to children," it said.

The ASA said in a ruling on 12 February that a complaint against a Sex Trader’s billboard in Kempton Park on the East Rand, had also been dismissed.

The billboard contained silhouette figures of a woman and the wording "Sex - The ultimate Adult Entertainment Guide".

"In essence, the... [complaint is] because the billboard is in a public place on a busy road where young children are also exposed to it, [they] might be influenced to visit the advertised internet site," the ASA said.

"Young adults and children exposed to it will get an impression that it is acceptable and legal for sex to be traded in, which promotes sexual immorality, [and] might lead to more illegitimate children and ultimately continue the cycle of crime and drug use."

Sex Trader said it had put up measures to prevent children from accessing adult content on its website.

The ASA found that the billboard did not contravene its Code of Advertising Practice.

"It is not for the ASA to determine whether, morally or legally, this type of business should be discouraged," it said.

"It should be emphasised that this ruling is made only in relation to the content of the actual billboard, and not that of the respondent’s website."

Read more on:    advertising standards authority  |  advertising

Join the conversation! encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.
NEXT ON NEWS24X publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside News24

Traffic Alerts
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.