The ad watchdog upheld complaints that the ad trivialised violence and was said it was likely to cause "widespread and serious offence to readers".
The "killer heels" ad is part of the same NMA spoof campaign, created by TBWA\ London, that the ASA had already upheld a number of complaints against. The ASA has again told the NMA not to repeat the approach. The intention of the campaign was to draw attention to the possibility of advertising brands in the press.
The earlier ads featured spoof products such as headache pills and muesli, while "killer heels" was related to fashion advertising. The NMA said it had made the ad like a cartoon by showing a heel that was out of proportion to the size of the man and was unrealistically "spearing" the man.
The ad attracted complaints, particularly from Daily Mail readers, that it condoned and trivialised violence, especially against men.
It also appeared in the Daily Express, The Daily Telegraph, The Times, The Independent, The Guardian and The Observer. The Daily Express received two complaints and The Daily Telegraph one non-specific complaint.
The Daily Mail said that, with hindsight, it should not have run the ad.
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