Moneysupermarket.com ‘strutting man’ advert is most-complained about – BBC News

Moneysupermarket.com 'strutting man' advert is most-complained about - BBC News

Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News

Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News Image copyright Moneysupermarket.com
Image caption The Moneysupermarket.com was not judged to be offensive by the ASA

An advert featuring a man strutting down a street in hotpants and high heels received the most complaints in 2015, the Advertising Standards Authority( ASA) has revealed.

The Moneysupermarket.com ad attracted 1,513 complaints, with spectators quoting its “overtly sexual” content.

The ASA did not uphold the complaints.

Chief executive Guy Parker said matters of offence can “grab the headlines” but most of their work is focused on “tackling misleading advertising”.

‘Distasteful not offensive’

The body recognise some spectators might have considered the Tv and web advert, featuring a human called Dave dancing to Don’t Cha by the Pussycat Dolls, to be “distasteful”.

But the price comparison site commercial was not judged to be offensive or in breach of the advertising code.

A company spokesman said the public feedback to the ad was “overwhelmingly positive”.

Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News Image copyright Booking.com
Image caption Three ads for Booking.com were in the top 10

Three adverts for hotel website Booking.com, where the word “booking” was assured to be used in the place of a swear word, were the second, fourth and seventh most-complained about ads of the year – with 683, 407 and 201 complaints respectively.

The objections were not upheld, with the ASA saying “it was a light-hearted play on words that couldn’t be mistaken for an actual swear word”.

The third most-complained about ad was a campaign for online payment site Paypal, which demonstrated two children concerned their parents had not been shopping for Christmas presents.

It received 464 complaints from people who “expressed concern that the ad disclosed the truth about Father Christmas”. They were not upheld but Paypal independently changed the scheduling of the ad.

Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News Image copyright PA
Image caption The ASA said the ad could not appear in the same format again

In fifth place was a poster campaign advertising a Protein World weight-loss product with the motto: “Are you beach body ready? “.

The poster, depicting a woman in a bikini attracted 380 complaints, and the ASA told the company that due to “concerns about a range of health and weight loss claims” it could not appear in the same format again.

The ASA concluded the ad, which is now being defaced in Tube stations and triggered a petition calling for it to be banned, was not likely to cause severe or widespread offence, however.

Mr Parker said: “Our top 10 for 2015 will no doubt get people talking about whether the ads are or aren’t offensive, but there are important issues at stake here.

“Advertisers must take care not to cause serious or widespread offence, but we don’t play a numbers game.

“And while matters of offence can grab the headlines, the bulk of our work is the less glamorous undertaking of tackling misleading advertising. That’s why we’re taking a more proactive approach to address the issues which affect customers the most before grievances need to be made.”

Read more: www.bbc.co.uk

Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News
Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News
Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News
Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News
Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News

Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News

Moneysupermarket.com 'strutting Man' Advert Is Most-complained About - BBC News

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