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ASA CK One Coty

CK One perfume ad featuring ‘overtly sexual’ provocative dancing banned after being shown during family films


By Ishbel Macleod, PR and social media consultant

March 27, 2013 | 1 min read

An ad for CK One perfume has been banned from being shown at certain times by the ASA after 21 complaints were made, including about the fact that the daytime ad featured a female straddling a male’s lap while he touched her breasts.

Coty, the owner of CK One, described the ad as featuring people ‘lightly dressed and dancing provocatively but with their private body parts covered’. The company added that this was a new cut of a previous ad and ‘showed a wider frame than the zoomed-in shots of the previous ad and therefore more flesh was now visible’.

Clearcast said the ad had superseded a previous version and was approved without restriction.

The ASA ruled that the ad was unlikely to cause widespread offence, but was concerned that several complainants reported having seen it during family films.

It concluded the ad was ‘inappropriately scheduled and an ex-kids restriction should have been applied to prevent the ad from being broadcast in or around children's programming’.

ASA CK One Coty

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