A TV ad, created by Havas Worldwide London, featured a black and white cartoon of a woman and a man. The figures became more real and full of colour as they kissed and touched each other’s back and chest.
The ad finished with the voiceover line, "Real Feel. The first natural feeling condom from Durex". At the time on-screen text stated, "Love sex. Durex".
Seven complainants questioned whether the ad had been inappropriately scheduled after it was shown during an episode of You've been Framed.
The percentage of children watching the show was relatively low and within the guidelines. Therefore, the ASA found the ad had not been scheduled for broadcast during a programme that would have a significant appeal to children overall.
However, there are specific rules around condom advertising to prevent ads being shown when there will be a greater than normal proportion of four to nine year olds.
You've been Framed breached these guidelines on nine of 20 occasions in the month before the particular episode was broadcast, which the ASA ruled was a significant number of instances and so a breach of the code.
The ASA warned ITV to take care when scheduling condom ads around You’ve Been Framed.
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