Cheeky fish ad gets the hook

Midweek Sport - - FRONT PAGE -

A RACY ad for an­glers which showed a half naked women hold­ing a bro­ken fish­ing rod un­der the slo­gan ‘Bro­ken your pole?’ has been banned for be­ing sex­ist.

The ad, for Es­selle pole re­pairs, ap­peared in Match Fish­ing Mag­a­zine and showed the woman, in a bra and thong, clutch­ing her but­tocks.

The text read: “Bro­ken your pole? Don’t de­spair, we can re­pair’.”

A reader who bought the mag for her young daugh­ter alerted the Ad­ver­tis­ing Stan­dards Author­ity.

She said it was sex­u­ally de­mean­ing and blasted it as ir­re­spon­si­ble be­cause kids might see it.

Es­selle said it had been plac­ing the ad in four dif­fer­ent mags since 2006 with­out any ob­jec­tion.

An ASA spokesman said: “We con­cluded the ad was likely to cause se­ri­ous of­fence.”

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