Ads for sex phonelines should never have been shown

by Suzanne Bidlake, Brand Republic 05-Apr-06, 12:00

LONDON - Two ads for sex phonelines were mistakenly cleared by the Broadcast Advertising Clearance Centre and drew complaints from viewers when they were screened after 11pm.

The Advertising Standards Authority has upheld the complaints and ruled the ads for Txtmatch and Eckoh Live Text Chat should only be shown again on encrypted elements of adult entertainment channels. Agencies Atomic Arts and Acumen Partners were responsible for the respective ads.

The advertising watchdog said neither ad, containing "relatively inexplicit sexual imagery", was likely to cause widespread or serious offence given the 11pm restriction placed on it by the BACC.

However, it concluded that the combination of the imagery, voiceover and premium rate telephone number in each case strongly suggested that the services being promoted were "sexual in nature".

The ASA's Committee of Advertising Practice's TV advertising standards code restricts premium rate services of a sexual nature to encrypted elements of adult entertainment channels because of concerns about protection of minors and the likelihood of offence being caused to a general adult audience.

The ad for Txtmatch displayed women in suggestive poses, with the voiceover: "Want some action? Get onto Babe Radar. We'll sort you out with loads of red hot women desperate to get raunchy on the phone with you."

A gyrating woman wearing a black thong and bra promoted Eckoh Live Text Chat, while a voiceover asked: "Do you want to talk to me or text me? Whatever you choose I'm going to make sure you have such a good time. What are you waiting for?"

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