As expected...

[kat_lair]

***

I did complain to ASA about this advert. As expected, this made exactly zero difference. Here is the (somewhat patronising) reply

While we appreciate your concerns, we note that the ad promotes Wilkinson Sword’s Quattro for Women Bikini, a women’s hair removal product for the bikini line, and while we acknowledge that the ad may not appeal to

Comments

[milly_gal]

The point of the complaint also had NOTHING to do with sexual content, why exactly do they assume when a woman complains about something that it's because it's about sexual content and not the fact that it's fucking offensive to assume that *THAT* is the body norm and isn't gonna make girls/women everywhere feel inadequate and promotes the wrong image. Damn stupid company!

I know they then went on to actually mention the real need for the complaint but to go straight to sexual content is a cop-out!! GRRR!

[kat_lair]

Oh I know and completely agree; I think a lot of that reply was kind of 'stock answer' as those are the things ASA can officially pull an ad for and so they went to pains to point out that they weren't present and these kind of 'implication' type of things are too hazy to do anything about.

[milly_gal]

Least they actually bothered to reply at all, I 'spose, still though....O.o

[chocolate_frapp]

good for you for getting up in their shit. I kind of knew it was gonna fall on deaf ears because they're sexist dumb fucks but you did the right thing.

[kat_lair]

Thank you! I was angry enough to make the point even though I knew it wouldn't make a difference this time around... But still needed saying.

[moth2fic]

Hugs you for taking the time and effort needed to write to them. I dont even watch enough TV to see adverts so would never have noticed it, but it sends messages to the world for us all.

[kat_lair]

I end up ranting at TV adverts a lot (for reference, see any time an ad comes about the super!mums cleaning the kitchen etc) but this was the first time I got angry enough to fill the ASA for. I may just start doing it more often to be a pest :D

[margaret_r]

The context of your complaint was completely lost on them, but at least you tried!

[kat_lair]

As I said in an above comment, I think the reply uses some stock phrases. What's amusing of course that if the advert had actually used the word 'vagina' instead the infantilising 'down there', it probably would've been pulled. Because using proper names for genitals if far more serious than the implication that women's genitals need grooming to be acceptable. *rolls eyes*