ASA dismisses sex-related complaints

2013-03-01 16:18

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."

  • dkh.khuzwayo - 2013-03-01 16:22

    jah nee some people really have loads of time on their hands! We came through sexual intercourse into this world, duh!

      squeegee.pilot - 2013-03-01 17:55

      So what does Athletics South Africa have to do with the sex trade... Mmm well, I wouldn't put anything past them.. lol.

  • angelanair3 - 2013-03-01 16:35

    I dont know what impact this has on our society..... But I do know that sex crimes such as Rape, molestation and violence has increased. But take this away and I personally dont think we will see a reduction in sex crimes. Find the sickness then find the cure........

      Stream of Gold - 2013-03-01 16:52

      and no causality has been shown from pornography.

      squeegee.pilot - 2013-03-01 17:53

      Yea Stream, you keep telling yourself that...

  • Graham Booth - 2013-03-01 16:35

    Sex-Trader prostitution is still wrong and against the law.

      Stream of Gold - 2013-03-01 16:58

      Does sex trader offer prostitution? or is it about venues and meeting places? I also run an adult site (start up) and offer a venue for people to meet other likeminded people, this is not prostitution and is fully legal. I am guessing that sextrader have used the same meta information making their site available to adults as we have. Obviously if you don't have parental blocking software on your computer your kids may be exposed, but not my problem. Further more wanting to force others to accept your "moral standard" is wrong, If we were to set a standard, whose do we choose, yours, mine or that nutty imam that believes educating women is sinful.

      Alexandra J. Little - 2013-03-01 19:32

      But its okay to enforce your sexual standards on others Stream? If people don't like the way conservative people impose themselves on others, than why impose yourself on conservative people?

  • Hugo Pretorius - 2013-03-01 16:37

    Advertising Code of pratice: Section 2 general 3.3Legality Advertisements should not contain anything which might lead or lend support to criminal or illegal activities. Is this advertisement not promoting prostitution? Prostitution is not legal in SOuth AFrica. I think the directorate of ASASA need to relook their own Code of Practise.

  • Saleem Mahomed Ebrahim - 2013-03-01 16:48

    Hey Editor, I am sure you mean ASASA (Advertising Standards Authority of SA) and not ASA (Athletics South Africa). Misleading headline.

  • Crab Spotter - 2013-03-01 17:40

    ASASA doesn't have the balls to stand up to tricks of the sex industry. How can they not see the link between the billboard and the website, and the link between an inquisitive child using a cellphone and the billboard and the website. Maybe ASASA lost the map and the compass.

  • AnthonyfromAfrica - 2013-03-02 16:14

    Surely, BEFORE we look at any kind of sex in advertising, can we just get rid of ALL these 'penis enlargement' posters, found all over SA, mainly at busstops. For goodness sake, you don't need a dectective inspector, to find these culprits!!!! Their bloody phone number is printed on these posters !!!!!!!!!!!!!!!

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