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'Gratuitous' says ad watchdog

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Using images of women kissing and fondling one another while trying to flog PC components is a big no-no, watchdogs ruled today.

The Advertising Standards Authority (ASA) upheld a complaint against Darlington-based SSG Technology after it ran a saucy ad for PC components in Computer Trade Only magazine.

The full-page ad featured a close up of two women embracing one another and kissing, with one woman touching the other's breast outside of her dress.

The text read: "Time for a change?"

"Life is too short to hesitate. Whatever is on your mind regarding PC components and peripherals - call us. If you are considering the benefits of a new distribution partner, we are the right choice. All other desires will remain confidential...".

SSG denied that the ad was offensive (risqué maybe, but not offensive) arguing that it appeared in a trade magazine available only to people in the IT industry.

However, this was not enough for the ASA.

"The image of two women kissing in an advertisement for PC components was gratuitous and likely to cause serious or widespread offence," sniffed the ASA.

SSG has been asked not to use the image in future. ®

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