Accurist ad condemned by ASA as 'irresponsible'

by Sylvia Westall,, Brand Republic 03-Oct-01, 08:25

LONDON - Accurist Watches has been slammed as "irresponsible" by the Advertising Standards Authority for an advertisement presenting a young girl in a "suggestive, sexual way".

The ad for jewellery appeared in Marie Claire magazine and featured a child beauty pageant contestant. The girl is heavily made up and is photographed with her mother. The ad was headlined "I've chosen Libby's clothes, make up, hair color, tanning regime and jewellery. She does have a mind of her own though".

The complaint that the advert was offensive and likely to appeal to those who may abuse children has been upheld. The Authority concluded that the overall image of a heavily made up, adult-like girl was highly suggestive.

The agency behind the ad, Malcolm Moore Deakin Blayze argued that the purpose of the ad was to challenge the motives behind child beauty pageants.

The advertisers pointed out the label of the jewellery, which stated "unfussy, individual solid-silver jewellery, because mother doesn't always know best". They argued that the message was that people should make their own fashion statement and not be manipulated.

The agency highlighted that the ad had appeared in women's magazines as a product for women and that they had not been targeting men or children.

The Authority considered that people would not necessarily understand the advertisers meaning and told them not to use a similar approach again.

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