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Johannesburg - The Advertising Standards Authority of SA (ASA) has dismissed two separate complaints about advertisements related to sex.
It said in a ruling on February 5 that a complaint against an EZ Trade print advertisement promoting a SMS sex service was dismissed.
The advert contains five photographs of women wearing bikinis, as well as the wording “SMS AFRO to 31318” and “SMS SEX to 31318”.
“The complainant submitted, in essence, that the advertisement is provocative, showing a lot of '... skin and boobs', and is therefore not appropriate for children who also read newspapers,” the ASA said.
“The complainant also added that the publishers of the newspaper have put no control measures in place to prevent children from accessing such advertisements.”
The advertising company responded: “The portrayal of women in bikinis is product-relevant and 1/8the 3/8 models' attire is no more revealing than what one would find at the beach, or on in a surfing or summer catalogue.”
The ASA dismissed the complaint as it did not contravene its Code of Advertising Practice.
“Although the advertising may not be to the taste of the complainant, the directorate cannot, based on a balance of probabilities, make a finding that it is likely to cause harm to children,” it said.
The ASA said in a ruling on February 12 that a complaint against a Sex Trader’s billboard in Kempton Park on the East Rand, had also been dismissed.
The billboard contained silhouette figures of a woman and the wording “Sex Trader.co.za - The ultimate Adult Entertainment Guide”.
“In essence, the... (complaint is) because the billboard is in a public place on a busy road where young children are also exposed to it, (they) might be influenced to visit the advertised internet site,” the ASA said.
“Young adults and children exposed to it will get an impression that it is acceptable and legal for sex to be traded in, which promotes sexual immorality, (and) might lead to more illegitimate children and ultimately continue the cycle of crime and drug use.”
Sex Trader said it had put up measures to prevent children from accessing adult content on its website.
The ASA found that the billboard did not contravene its Code of Advertising Practice.
“It is not for the ASA to determine whether, morally or legally, this type of business should be discouraged,” it said.
“It should be emphasised that this ruling is made only in relation to the content of the actual billboard, and not that of the respondent’s website.” - Sapa