The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

April 30, 2014 | 1 min read

A TV ad for a Ministry of Sound compilation CD has avoided a ban by the Advertising Standards Authority after four viewers complained that the choreography was overtly sexual and demeaning to women.

The advert featured a young woman in leggings and a crop top dancing around a council estate.

Speaking on behalf of Ministry of Sound, Clearcast stated that the dancing used in the ad was known as "twerking" and that while they acknowledged the choreography was provocative, particularly the scenes which were filmed in slow motion, it did not agree that it was overtly sexual.

It continued that it had applied an "ex-kids" scheduling restriction, which prevented the ad from being shown in the breaks before, during or immediately after programmes targeted at children aged 16 and below.

The ASA said that the dancing would be regarded as reflecting the genre of music that it promoted and that while it considered that the choreography could be seen as suggestive, it concluded that it was not overtly sexual or demeaning to women.

No further action was necessary.