The insert ad from UIP unfolded to reveal a poster on one side and a series of magazine style features on the other, including a feature containing a rap that included the lyrics:
"It ain't no trick, I am slick, all the ninth grade ladies tryin to suck my…?"
The advertising watchdog received a complaint from a member of the public, who believed the text "…?" clearly implied the word "dick".
UIP said that it had received no other complaints and that the ad had been distributed in cinemas and in Smash Hits, Elle Girl, More, Sugar, TV Hits and Top of the Pops magazines.
It also argued that the film had a rating of 12A, which allows sexual activity to be implied. It said that that the ad was humorous and referred to recent headlines in Sugar magazine such as "I lost my virginity to my Mum's boyfriend!", "Willy worry" and "The truth about the pill".
Hachette Filipacchi, publisher of Sugar, argued that the title's target readers were 12 to 16 years old with an average age of 14 years.
However, the Advertising Standards Authority concluded that Sugar had readers below the age of 12 and that the reference was unsuitable for readers under 12 years of age. They said it was irresponsible and likely to cause widespread offence.
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