The advertising watchdog has banned the poster and ordered UIP to pre-vet all future film posters for the next two years after it drew more than 100 complaints. Most complainants said that the poster was offensive or placed on sites where children could see it.
The Advertising Standards Authority rebuked UIP for using the image in such an untargeted way. "This poster clearly caused serious offence to many who saw it and we have acted promptly to ensure that the image is taken down and stays down. Only one poster contractor had accepted the poster for display and it did so against the advice of the Committee of Advertising Practice copy advice team," director general Christopher Graham said.
Other advertisers whose risque images have landed them in hot water with the ASA are: French Connection, over its FCUK campaign; Yves Saint Laurent, for its Opium poster featuring a naked Sophie Dahl, legs akimbo; and Gossard, the makers of the Wonderbra. All must now pre-vet posters.
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