ASA release statement on sexual imagery in outdoor advertising

This statement comes following a report called ‘Letting children be children’ by the Department of Education, which urged the ASA to reduce the amount of outdoor advertising that contains sexualised imagery in locations where children are likely to see it.

The regulatory body said: “Our aim is to ensure that children are appropriately protected from irresponsible sexual imagery. Given that there is no set definition of ‘irresponsible sexual imagery’, the ASA will be taking decisions on a case-by-case basis.

“In doing that, we will consider complaints we receive about sexual imagery in light of the new evidence we have received about the public’s views. We will, as we have when judging such matters in the past, be looking to reflect the opinions of society and generally accepted standards.”

While looking at the adverts, it will be discussed whether the image is likely to be acceptable for outdoor advertising, with focus on images in locations of particular relevance to children with a view to applying a placement restriction where appropriate.

The nature of the product advertised, the context of the ad and its location, the medium in which the ad appears - including the size of the advertisement, the audience and the likely response of that audience – will be considered while looking at the adverts.

The ASA said that it understands that outdoor media providers offer an option to advertisers not to place advertisements within 100m of schools if that is requested at the time of booking, and will take account of whether a placement restriction has been applied when considering complaints.

The main image of this article is one which the ASA has deemed as being acceptable with placement restrictions.

The second and third image, of the woman in the gold bikini and the topless man, were both considered to fall into the category of images that are not sexual or are only mildly sexual. The reason given is because their poses are not sexually suggestive.

The fourth picture, featuring the clothed couple kissing was deemed as an image likely to merit placement restrictions, because ‘they are shown in a passionate clinch, suggestive of sexual interaction’.

The final picture was deemed too overtly suggestive for outdoor advertising, even if a restriction was put in place because ‘the couple are engaged in an overtly sexual embrace: the lingerie, clinch and facial expressions add to the overall impression.’

A list of characteristics that the ASA have said would be considered sexually suggestive or overtly suggestive include:

• Poses suggestive of a sexual position: the parting of the legs, accentuation of the hip etc.

• Amorous or sexually passionate facial expressions

• Exposure of breasts, including partial

• Poses such as hands on the hips, gripping of hair in conjunction with a sexually suggestive facial expression

• Images of touching oneself in a sexual manner, such as stroking the legs or holding/gripping the breasts

• Suggestion in facial or bodily expression of an orgasm

• Images of suggestive undressing, such as pulling down a bra strap or knickers

• Ads which draw undue attention to body parts, such as breasts or buttocks, in a sexual way

• Ads which show people in poses emulating a sexual position or alluding to sexual activity and

• Overtly sexual lingerie such as stockings, suspenders or paraphernalia such as whips and chains.