ASA rub­ber stamps de­ci­sion to show ad

Tim­ing of con­dom ad found suit­able

Sowetan - - News - By Dave Cham­bers

A con­dom ad dur­ing pop­u­lar e.tv soapie Scan­dal was scan­dalous‚ two view­ers told the Ad­ver­tis­ing Stan­dards Au­thor­ity (ASA).

Ben Ma­diope and Ja­cob Ngob­ese said the Durex com­mer­cial‚ shown just be­fore the 8pm soapie‚ was in­ap­pro­pri­ate for chil­dren who may have been watch­ing the soapie‚ which has an age re­stric­tion of 13.

ASA said the Durex Real Feel ad showed a man and a woman touch­ing and kiss­ing each other while tak­ing their clothes off.

The voice over said: “Now ev­ery touch can feel more real with Durex Real Feel‚ our first con­dom with the real feel­ing of skin on skin.”

Durex told ASA Scan­dal fre­quently dealt with ro­man­tic af­fairs‚ and the ad­ver­tise­ment was in line with the show’s themes.

The au­thor­ity’s di­rec­torate said it agreed with the con­dom-maker’s ar­gu­ment. “A par­ent who is al­low­ing their child to watch Scan­dal can­not then be out­raged when the child is ex­posed to sex­ual con­tent or ref­er­ences‚” it said.

“It can be as­sumed that a child of over 13 who is al­lowed to watch con­tent such as Scan­dal should have been ex­posed to ap­pro­pri­ate sex­ual ed­u­ca­tion to be able to un­der­stand the com­mer­cial be­fore us.

“In ad­di­tion‚ they should be watch­ing in the com­pany of an adult who is able to ex­plain the con­tent to them if they are con­fused or dis­turbed.

“The di­rec­torate is sat­is­fied that there is noth­ing in the com­mer­cial that would ad­versely af­fect a child of over 13.”

ASA asked e.tv to re­spond to the view­ers’ complaints‚ and it pointed out that un­der the Crim­i­nal Law (Sex­ual Of­fences and Re­lated Mat­ters) Amend­ment Act‚ chil­dren over 12 were al­lowed to have ac­cess to con­tra­cep­tives and HIV test­ing with­out the need for parental ap­proval.

The TV channel said when it sched­uled ad­verts‚ it con­sid­ered tim­ing and the ma­te­rial’s com­pat­i­bil­ity with the pro­gramme dur­ing which they were flighted.

It said its li­cence dic­tated that pro­gram­ming tar­get­ing chil­dren started at 2.30pm and ended at 4.30pm.

ASA said it agreed with e.tv’s ar­gu­ment that “ex­po­sure to ad­ver­tise­ments for con­doms dur­ing pro­gram­ming that‚ by its na­ture‚ refers to ro­mance and sex‚ is highly ap­pro­pri­ate in the face of the im­per­a­tives of HIV ed­u­ca­tion”.

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