The ASA has upheld a complaint against Coty for showing an ad for Just Cavalli during You've Been Framed.
The ad showed a woman removing her coat and top, beforerunning into a bedroom with a topless man and beginning to kiss. The ad then showed an image of the advertised product and the woman stated, "Just Cavalli. The new fragrance, just for her".
The ad, which had been cleared by Clearcast with an ex-kids restriction, could have been viewed by a ‘significant’ amount of children, the ASA found, and upheld the complaints, adding that it was ‘concerned that ITV had not taken steps to prevent the ad appearing’ around such programmes.
However, the ASA ruled against complaints that the ads were offensive, because of the sexualised behaviour.