BrandArena: Sex sells but caution advised

Tuesday, 11 October 2011

Sex sells but caution advised

The UK Advertising Standards Authority has warned advertisers that it will be taking a stricter approach to the use of sexualised imagery in outdoor advertising, especially in areas where children may see the images.

The policy statement, released 7 October 2011, takes a two-tier approach, which identifies advertising that is appropriate only in areas that children will be less likely to see it and advertising that will not be acceptable in any area.

It warns, "Advertisers should be particularly cautious about the imagery they use to advertise gentlemen's clubs or sex shops because our research tells us that the public responds differently to those images in light of the product or service offered."

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