We thought things were a bit quiet at Advertising Standards Authority HQ lately, and knew it would only be a matter of time until something incurred its wrath. Unfortunately for Keira Knightley and Chanel, it was the the ad for the French fashion House’s Coco Mademoiselle perfume.
Due to a complaint received by ‘a viewer’ during Ice Age 2 claiming it was “overtly sexual”, the ASA has ruled that it can no longer be shown during children’s viewing hours, or around programmes which might appeal to them.
“We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children,” reads a statement from the ASA. “We therefore concluded that the ad was inappropriately scheduled and an ex-kids restriction should have been applied to prevent the ad from being broadcast in or around children’s programming.”
So what makes the ad so sexual, you ask? According to a statement from the watchdog, we think it has something to do with the suggested nudity…
“We noted that the photographer was directly involved in unzipping the actress’s garments and that there was a suggestion that she was naked aside from a bed sheet,” the statement reads. “We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed. We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children.”
The ad in its current form will no longer be shown during in or around programmes that children might be watching. Familiarise yourselves with the commercial below and let us know your thoughts!