Feeds

ASA slaps beer-punting ladyboy

Watchdog growls at Tiger Beer advert

Providing a secure and efficient Helpdesk

The Advertising Standards Authority has ordered Tiger Beer UK Ltd not to rereun an ad which featured a rather fetching snap of a ladyboy punting the Asian throatwash.

The offending Tiger Beer ladyboy adThe advert - which ran in Metro and London Lite papers, as well as on posters - attracted eight complaints which insisted the image was offensive "because it linked 'exports' with a person in a sexually provocative pose, which they felt was inappropriate given reports of human trafficking for the sex trade".

Three of the complainants "also objected that the ad was offensive and disrespectful to Eastern culture because it implied beer and sex were some of the best things to come out of the region".

Tiger beer defended that the promotion "was intended to reflect Tiger Beers Far Eastern heritage and build on its position as the 'Far Easts most desirable export since 1932' by presenting it in the context of other recognised Far Eastern exports including ladyboys, tuk tuks, chop sticks and acupuncture, all of which were treated with the respect they deserved".

The company described ladyboys as "a famous export of the Far East worldwide", and insisted the image "was representative of a cabaret performer rather than a prostitute or model; throughout the campaign ladyboys had been celebrated and treated with the utmost respect".

London Lite said it considered the campaign "light-hearted" and suitable for its "young, urbanite London crowd" readers who wouldn't take offence.

The Outdoor Advertising Association said it had accepted the poster version as "light-hearted rather than offensive".

The ASA admitted that Tiger Beer UKs agency "had undertaken research that did not give them reason to believe the target audience were likely to be offended by the ad", but added it was "likely to be seen by many consumers outside of that target audience, particularly when appearing in the untargeted poster medium"

The adjudication continues: "We understood that the ads image was intended to represent a ladyboy cabaret act. We considered, however, that by presenting the character in sexual clothing and a provocative pose alongside the implication that she was rated the Far Easts third most desirable export, the ad appeared to link exports with the sex trade and, potentially, human trafficking.

"We also considered the ad suggested beer and sex were two of the best exports of the Far East, which was disrespectful to Eastern culture. We concluded that the ad was likely to cause serious or widespread offence."

The watchdog duly ruled that the advert breached CAP Code clause 5.1 (Decency) and ordered it "must not appear again in its current form". ®

Security for virtualized datacentres

More from The Register

next story
Are you a fat boy? Get to university NOW, you PENNILESS SLACKER
Rotund types paid nearly 20% less than people who didn't eat all the pies
Emma Watson should SHUT UP, all this abuse is HER OWN FAULT
... said an anon coward who we really wish hadn't posted on our website
Japan develops robot CHEERLEADERS which RIDE on BALLS
'Will put smiles on faces worldwide', predicts corporate PR chief
Bruges Booze tubes to pump LOVELY BEER underneath city
Belgian booze pumped from underground
Oz carrier Tiger Air takes terror alerts to new heights
Don't doodle, it might cost you your flight
Amazon: Wish in one hand, Twit in the other – see which one fills first
#AmazonWishList A year's supply of Arran scotch, ta
Let it go, Steve: Ballmer bans iPads from his LA Clippers b-ball team
Can you imagine the scene? 'Hey guys, it's your new owner – WTF is that on your desk?'
Oi, London thief. We KNOW what you're doing - our PRECRIME system warned us
Aye, shipmate, it be just like that Minority Report
prev story

Whitepapers

A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.