The advert that was banned

Garage sees advert banned for being "sexist"

Published:  25 June, 2019

A Leeds-based garage has seen an advert it placed in a magazine banned by the Advertising Standards Agency (ASA) due to its perceived sexist content.

Strasse, an independent Porsche specialist, ran an advert in the February issue of 911 and Porsche World that featured an image of the lower half of a woman, wearing a black mini-dress and high heels, positioned underneath a car, surrounded by car tools and a handbag. The phrase “ATTRACTIVE SERVICING” was emblazoned across.

The ASA received a complaint about the advert that posited that it was degrading and sexist towards women, and challenged whether the ad was offensive and irresponsible.

In its response to the ASA, Strasse said that model in the ad was fully clothed and was empowered by the addition of power tools. The ‘attractive servicing’ referred to in the ad was in relation to their attractive prices versus those of their competitors. The magazine’s publisher, CH Publications, added that the ad showed a fully clothed model working beneath a Porsche, who was presumed to be a female. However, it was not entirely clear.

The ASA upheld the complaint, saying that while the ad was not sexually explicit, it objectified women and was likely to cause serious offence to some people. The ASA also said the advert must not appear again in its current form. 

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