Offensive ‘compliment’

print advertisement by multinational Kimberly-Clark that suggested women enjoy being complimented on the shape of their bottoms has been withdrawn after complaint to the Advertising Standards Authority.

Consumer Laura Mileham took issue with the company’s brand Baby Soft toilet tissue and washlets, which claimed: “Studies show that women most like to be complimented on their bottoms. Just another reason to keep yours clean and fresh.” Mileham said the ad was offensive by virtue of its unjustifiable gender stereotyping and that it trivialised other roles that women play as parents, leaders and mothers.

She said the advertising provided no information about the referenced “studies”.

AKimberly-Clark said this was a survey conducted by Men’s Health and Women’s Health magazines, which found: “Out of any body part women prefer to be complimented on their butt, according to a survey of 3 000 women.” The company said that as a responsible corporate citizen it had no desire to cause offence to customers and confirmed the advertisement, featured in You magazine, would not be used again.

The authority exercised a long-standing principle that, where an advertiser provides an undertaking to withdraw or amend its advertising in a manner that addresses the concerns that have been raised, the undertaking may, at the authority’s discretion, be accepted without taking the matter further.