ASA bans sexually suggestive ad for MTV’s The Valleys

The ASA has banned an ad for MTV’s Cardiff-based reality TV series The Valleys for being inappropriately scheduled before the TV watershed.

The ad, which depicts several scenes of real or implied sexual contact, including two women kissing, and a woman rubbing a man’s bare torso, was broadcast by Clearcast in the early evening with an “ex-kids restriction”, meaning it could not be shown around programmes made for children.

However, the Advertising Standards Authority (ASA) said it received complaints on the ad due to its pre-9pm broadcast, saying it was “inappropriately” scheduled when children still might see its “sexual content”.

The ASA noted that while the ad did not contain any explicit nudity, it did include a number of shots that focused on breasts and a number of suggestive scenes that depicted a sexual element. As such it must not appear in its current from before 7.30pm.

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Jennifer Faull

Jen Faull is deputy news editor at The Drum with a remit to cover the latest developments in the retail and FMCG sectors. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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