Who is not familiar with the billboards of the new "Shameless" campaign by Suit Supply? Scarcely dressed women and men in nice suits. Numerous complaints have been filed against this campaign. It would be in violation with the requirements of good taste, decency and morality. However, the Advertising Code Committee finds the billboards permissible.
Many complainants find the campaign shameless. They are disturbed by the fact that the billboards are placed at busy traffic junctions and everyone is faced, unsolicited, with sex. On the website of Suit Supply people are at least able to decide themselves to "click away" from these (in their view) distasteful and shocking images, which have nothing to do with the product. Complainants wonder what message is transferred to the children that will pass by these billboards daily. According to them, the campaign is unfriendly towards women and shows an imbalance between men and women.
Suit Supply agrees that the expressions are indeed challenging and sexy, but not pornographic. The photos - taken by renowned photographer Carli Hermès - are of good quality and have a high artistic value. The woman portrayed is modern, confident and does have the situation under control. She is not a sex object, but more a "partner-in-crime" to the man.
Clearly, the opinions vary widely on whether the advertisements are permissible. The Advertising Code Committee takes a cautious approach when assessing whether such expressions are in violation with the requirements of good taste, decency and morality. Ultimately, the Advertising Code Committee considers that the reference to sexuality on the billboards does not exceed these boundaries. The images do not demonstrate a lack of respect towards women. The Advertising Code Committee therefore rejects the complaints. In the UK and in Belgium comparable complaints have been upheld by local self regulatory authorities.
Eva den Ouden
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office Emerald House Jozef Israëlskade 48-G Amsterdam, the Netherlands t +31 (0)20 - 305 3066 www.hoogenhaak.nl |
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Who is not familiar with the billboards of the new "Shameless" campaign by Suit Supply? Scarcely dressed women and men in nice suits. Numerous complaints have been filed against this campaign. It would be in violation with the requirements of good taste, decency and morality. However, the Advertising Code Committee finds the billboards permissible.
Many complainants find the campaign shameless. They are disturbed by the fact that the billboards are placed at busy traffic junctions and everyone is faced, unsolicited, with sex. On the website of Suit Supply people are at least able to decide themselves to "click away" from these (in their view) distasteful and shocking images, which have nothing to do with the product. Complainants wonder what message is transferred to the children that will pass by these billboards daily. According to them, the campaign is unfriendly towards women and shows an imbalance between men and women.
Suit Supply agrees that the expressions are indeed challenging and sexy, but not pornographic. The photos - taken by renowned photographer Carli Hermès - are of good quality and have a high artistic value. The woman portrayed is modern, confident and does have the situation under control. She is not a sex object, but more a "partner-in-crime" to the man.
Clearly, the opinions vary widely on whether the advertisements are permissible. The Advertising Code Committee takes a cautious approach when assessing whether such expressions are in violation with the requirements of good taste, decency and morality. Ultimately, the Advertising Code Committee considers that the reference to sexuality on the billboards does not exceed these boundaries. The images do not demonstrate a lack of respect towards women. The Advertising Code Committee therefore rejects the complaints. In the UK and in Belgium comparable complaints have been upheld by local self regulatory authorities.
Eva den Ouden