THE ADVERTISING Standards Authority for Ireland (ASAI) has upheld a large number of public complaints regarding a deodorant commercial after viewers objected to its depiction of three women not wearing seatbelts.
The promotion for Sure Girl deodorant showed three young women dancing in a seated position in the back of a vehicle.
The ASAI received 39 objections to the television advertisement, with complainants arguing that it gave the message that not wearing seatbelts was acceptable.
They stated that this ran contrary to the law and the policies of the Road Safety Authority (RSA).
When the ASAI contacted the RSA, the latter said it felt the advertisement did not portray a positive image in relation to seatbelt-wearing. "With this in mind and in view of the number of complaints received, the ASAI secretariat contacted the advertising agency and proposed that the advertising should be withdrawn," the ASAI said.
The advertising agency agreed to pull the advertisement before ASAI adjudication on the matter. It said there was no suggestion the vehicle was in motion and that it had confirmed with the RSA that the "vintage VW being used did not require seatbelts because of the age of the vehicle".
The ASAI "cautioned advertisers to show added care when advertising products that will attract younger viewers".
A separate complaint against mobile phone company Meteor was also upheld by the ASAI.
A woman living in west Cork objected to a poster relating to national coverage claims by Meteor. The poster featured a photograph of the Healy Pass in west Cork and beside it a map of part of the adjoining area. The woman rang Meteor to check availability of their service and purchased a Meteor mobile, following assurances there was coverage.
However, she claimed there was either no coverage or coverage of such a low level that it was impossible to make a call.
Elsewhere, it was ruled that bookmaker Paddy Power did not violate the advertising code when the company ran a press campaign showing a character in a straitjacket as part of a Cheltenham races refund promotion.