An agent which used a rear-view image of bikini-clad women in a local paper to promote its services has been told off for its “sexist” and “demeaning” advert.
Whirlybird Property, of Beaconsfield, Buckinghamshire, took out the advert in the Bucks Free Press.
It featured a picture of six women, from behind, wearing Whirlybird branded bikinis.
The text stated: “Would you like one of the ladies at Whirlybird Property to value your home? If so, call now and take advantage of our preferential rates for selling your property.”
The advert resulted in two complaints to the Advertising Standards Authority saying the ads were sexist and objectified women.
Whirlybird Property told the ASA the ad was in line with the various promotions seen at Grand Prix events, with glamorous ladies promoting a corporate brand.
They provided examples of images which they believed demonstrated that women were commonly used in promotional events and advertising where the image was not directly related to the product and the advert used their physical features to draw attention to the product.
Bucks Free Press also believed the image was in no way obscene or corruptive to potential readers and said similar sights could be witnessed on a normal beach holiday or on advertising hoardings.
The paper said it was unlikely to cause serious or widespread offence to its readers and therefore had no reason to refuse publication.
However, the complaints were upheld.
Whilst the ASA noted the bikinis worn by the six women featured in the ad were Whirlybird Property branded, the ASA considered the use of the image was incongruous to the subject of property lettings.
Although the image was not sexually explicit, the ASA considered that, alongside the text “Would you like one of the ladies at Whirlybird to value your home?” it was likely to be seen as sexist and demeaning to women because it used their physical features to draw attention to the product.
The ASA concluded that, in this context, the image was likely to cause serious or widespread offence.
The advert has been banned.
Thanks to an Eye reader, we can show you the ‘offending’ ad.
Comments (9)
The "complaint", no doubt, was raised because the valuer who turned up at the appointment was 55, overweight, wearing business clothes – and MALE! ;o)
Peebee if you do an advance Google image search and choose large image size it is possible to get a decent res photo that shows the over weight 55 yo's are in fact ladies.
For me at least wins "Picture of the week"
Would the posh people of Beaconsfield really appreciate an advert of this nature? What were they thinking!
So the ASA now consider themselves to be the UK's self-appointed moral watchdog. If the girls were shown draped over an Italian superstar with Ferrari embroidered on their b*m no one would have turned a hair!
Oops! Should have said 'supercar '. Don't you just love predictive text!
Draped over a superstar…… I am sure we can find that picture.
You've got to admire their twitter feed @WhirlybirdP
hahaha……. Clearly wanted to be subtle with that marketing campaign.