Demi Lovato’s bondage-crucifix ad offensive to Christians, rules watchdog

Universal Music Operations put out a billboard campaign for the upcoming Holy Fvck album, which featured the singer in bondage attire on a crucifix bed.

The advertising regulator said that linking sexuality to the sacred Christian symbol and the crucifixion of Jesus Christ would cause “serious offense” to the religious group.

“We [ASA] considered that the image of Lovato bound up in a bondage-style outfit while lying on a mattress shaped like a crucifix, in a position with her legs bound to one side, was reminiscent of Christ on the cross,” the ruling said.

Since the “Holy Fvck” alluded to the swear word “holy fuck”, the ad was also found to breach the CAP code for using offensive language in a public place that could be seen by children.

The ASA took similar action against Tesco for subverting swear words in an out-of-home campaign in May.

Polydor Records, the Universal department behind the campaign, said it did not believe the poster would cause serious offense. In its defense, Polydor said it had “checked” with the ad agency that the poster was appropriate, and the agency had “provided an assurance” that it was.

The posters were seen on six different London sites across a four-day period before being taken down on August 23.