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A series of billboard advertisements
for Coca-Cola was the subject of a number of consumer
complaints and a complaint from the Islamic Cultural
Centre of Ireland. The posters showed a topless young
woman with one breast covered and holding a bottle of
Diet Coke. Consumers complained that the posters were
unsuitable for viewing by the general public and more
particularly children, that they exploited women and
were sexually suggestive. The Islamic Cultural Centre
objected to a poster being placed beside their premises
as they felt it was particularly offensive to the Muslim
community.
The advertisers responded that they
had not intended to cause offence to any members of
the public. They said that Diet Coke was targeted at
20 – 39 year olds and the ad was based on the image
of Diet Coke as young, fashionable, sexy product. They
stated that they had also received a positive reaction
to the campaign.
The ASAI stated that advertisers are
required to take account of public sensitivities and
to avoid the exploitation of sexuality in advertisements.
They should not use offensive or provocative images
as a means of attracting attention. The Authority decided
that these advertisements had caused widespread offence
and had not adhered to the Code so the complaints were
upheld.
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