A sexist advert in The Sun, offering a date with a page 3 girl to readers, has been slammed by the Advertising Standards Authority after 1,036 people wrote to claim that it objectified women and encouraged gambling.
Subscribers to the tabloid’s Dream Team fantasy football competition were presented with an email promotion stating that players who recruited 10 others to play would be entered into a prize draw for the woman of their choice, adding ‘we might even let you pick which one’.
Defending its unconventional reward structure the paper said that page 3 celebrities had been associated with the Dream Team for six years and they abstained from use of ‘seductive, glamorous or inappropriate images’ in all communications.
Responding to both complaints the ASA said: “In the context of the ad, we considered that to offer a date with a woman as a reward for success in the game was demeaning to women and objectified those offered as prizes.
“We also considered that the wording further enhanced the impression that the women were simply objects to be selected at the whim and enjoyment of the winner, and had no choice in the matter themselves.”
The advertising body concluded that the promotion was ‘sexist, offensive and socially irresponsible’ and as such must not be shown again in its current form.