28 August 2013 - 9:23am | posted by | 5 comments

‘Crass and degrading’ Pot Noodle ad asking if a bikini-clad model or noodle snack was hotter is banned by ASA

‘Crass and degrading’ Pot Noodle ad asking if a bikini-clad model or noodle snack was hotter is banned by ASA‘Crass and degrading’ Pot Noodle ad asking if a bikini-clad model or

The ASA has today announced the ban of an ad on the Pot Noodle Facebook page as part of its ‘peel the top off a hottie’ campaign.

While two ads which featured lids of two Pot Noodles along with the words ‘peel the top off a hottie’ were ruled “puerile rather than sexually explicit” by the ASA, an ad showing a female model in a bikini next to a picture of a Pot Noodle with the text "Phwarr is it me or is it getting hot in here? HOT OFF. Which one gets you hotter?" was banned.

The ASA said: “We considered the presentation of the woman in a sexual pose and the blatant comparison with the food product was crass and degrading and therefore likely to cause serious offence to some visitors to Pot Noodle Facebook page.”

Eighteen complainants challenged whether the ads, by Billington Cartmell, were offensive, sexist and degrading to women; while six asked if the ads were irresponsible and harmful because they suggested it was acceptable to try and remove women's clothing without their consent.


28 Aug 2013 - 09:31
aacom10883's picture

It would be interesting to see the average age of the ASA panel which determined this was inappropriate as well as the age of the complainants. I suspect they are dramatically older than the targeted demographic.

28 Aug 2013 - 09:35
Phooto's picture

What a load of nonsense when it's OK for Maltesers to run an ad where women go to a strip show. If it was men going to a strip show, it would be banned straight away.

28 Aug 2013 - 11:14
stu_rt's picture

Completely agree.

I've said it before on these articles, ads for women get away with murder compared to ads for men. The Maltesers ad is a prime example, as well as the Diet Coke ad currently running.

The second an ad features a woman in underwear or a bikini it's branded as portraying women as sex objects and therefore degrading and / or offensive.

I think it's time to start levelling the playing field and reporting the likes of the Maltesers and Diet Coke ads to the ASA. Will they be banned? Probably not...

3 Sep 2013 - 09:05

Do I have to explain the difference between the pot noodle and Malteasers ad? Oh ok, I do. One only shows appreciation of the opposite sex, the other directly compares a gender to a foodstuff, side by side. I see a difference.

3 Sep 2013 - 10:05
stu_rt's picture

Do I have to explain the objectification of one sex by the other? Oh, okay, I do...

The Maltesers ad shows women attending a show where men strip and show off their bodies for the women's entertainment and titillation. One of the two women in the ad even uses the line "The chief director of Le Grand Bulge" referring, albeit in a tongue-in-cheek way, to a specific part of male anatomy used as a supposed title for a previous show. The women are there to see the men in their undercrackers while they shake their collective arses for them to enjoy. Hence, objectification.

Flip this concept around, and have two blokes in a similar position, referring to a previous strip show as Le Grand Busoms, and using a pair of binoculars to watch women strip down to their underwear.

Think that would last very long before people complained it was degrading to women? It's objectification in exactly the same way. I wouldn't have a problem with either of those ads airing if the playing field was level and equal. But we know the bloke's version wouldn't have a prayer.

Take the Renault ad that was also banned recently... It drew one complaint that a scene where a group of women in burlesque-style gear stop in front of a car containing men (and do the briefest of dances) objectified women and was therefore offensive. One complaint... Banned.

This despite the fact that in the very SAME ad there are a bunch of muscular half-naked men who do the same thing in front of a car containing women (one of whom even touches one of the men through the driver's window). That part doesn't get a mention.

I've already mentioned the Diet Coke ad... Let's have an ad where a women is sprayed with a shaken-up can of fizzy drink then strips down to her bra because her top is wet, in front of a group of leering men who gave her the drink for that reason alone.

No? Didn't think so...


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