Blurred lines over ASA ruling for Beats
The ASA has rejected a series of complaints lodged against an advert for Beats Electronics International Ltd which parodied the popular smash ‘Blurred Lines’ by Robin Thicke.
Not in breach of the code
The ad featured scantily clad women wearing crop tops and hot pants as they danced and interacted with Robin Thicke and the product.
The ASA rejected complaints that the ad was offensive because it was sexist, objectified women and was degrading to women.
However, it adjudged that the ad was inappropriate to be broadcast at a time when children would be watching TV on the basis that it was overtly sexual.
The ASA also rejected complaints that the models featured were irresponsibly thin.
“However, while we accepted that some viewers might find elements of the ad distasteful, particularly the shots of the women's bodies with their heads obscured and the shot of the woman on all fours, we considered that those shots were brief, and when taken as a whole, the ad did not show sustained, overtly sexual or provocative behaviour,” the ASA said.
“We also considered that most viewers would recognise the stylised nature of the ad and understand that it was reflective of a music video. Therefore, whilst we acknowledged a number of viewers might find the content of the ad distasteful, we did not consider that the ad was likely to result in widespread or serious offence and concluded that it was not in breach of the Code.”
The ASA ruled that the ad must not be broadcast again before 7.30 pm.