So when is an ad not sexist? When there’s a man in it...

Watchdog clears TV commercial of m an stripping despite 120 complaints ...but Tunnock’s poster of tennis player’s thigh – which sparked ONE objection – is banned

‘Attractiveness in a humorous way’

Advertising watchdogs have ruled that the depiction of a man as a sex object was harmless fun, but banned the similar treatment of a woman.

the apparent contradiction arose from two advertisements that drew complaints they were sexist, degrading and treated the main characters as ‘sex objects’.

One – a tv commercial for the Paco rabanne fragrance – featured a young Adonis suggestively stripping down for a bath while lusting women watched.

the other – a poster for tunnock’s teacakes – showed a woman tennis player with a teacake by her thigh in place of a ball and with her skirt raised.

the Paco rabanne advert drew 120 complaints, while just one complaint was made about tunnock’s campaign. However, the Advertising standards Authority (AsA) ruled that only the ad featuring the woman should be banned.

the industry watchdog decided the image and inference were ‘socially irresponsible’ and likely to cause offence by ‘objectifying women’. By contrast, the commercial featuring the young man has been cleared on the basis it was ‘light-hearted’ and ‘humorous’.

Last year the AsA announced new rules to outlaw gender stereotyping and suggested it would take a tougher line on images that appeared to sexualise women.

Complainants argued that the Paco rabanne ad was sexist, offensive and objectified the man because he was seen as the subject of voyeurism.

However, in a ruling published today, the AsA says: ‘We considhas ered the ad showed the male character’s attractiveness in a light-hearted, humorous way, rather than in a degrading or humiliating manner.’ it ruled: ‘the ad did not objectify the male character and we concluded it was unlikely to cause serious or widespread offence.’

the scots company’s poster included text that read: ‘Where do you keep yours?’ and added ‘serve up a treat’.

the AsA said: ‘We noted the ad depicted a woman lifting her tennis skirt while holding a tea cake beside her hip, in place of where a tennis ball would usually be held, with her bare thigh exposed and her underwear clearly visible. While we acknowledged