The Advertising Standards Authority of South Africa (ASA) has dismissed a complaint against SMS sex and porn advertisements flighted late at night on etv. The advertisements promoted short code SMS services for adult content from Redmobile.
One commercial featured a woman spraying water on herself, and caressing her bare breasts. Another commercial does not show any visuals, but moaning and groaning is heard in the background.
These commercials did not go down well with one consumer, Colleen Tapson, who lodged a complaint with the ASA arguing that the commercials are offensive.
Tapson argued that commercials are offensive as they portray women in compromising positions. She added that the verbal and visual content of the commercials is degrading to women and that Redmobile should not be allowed to flight commercials that exploit women on a public broadcasting station.
ViaMedia, on behalf of Redmobile, argued that the complaint is without merit as the advertising is within an appropriate, mature adult programme time and the complainant has misunderstood the material.
“Whilst the commercial make use of females, there is no gender stereotyping or negative gender portrayal. The mere use of female models cannot be said to be unreasonable,” said ViaMedia.
The ASA highlighted that when deliberating on these matters it should be noted that there is an inherent degree of objectification within the adult entertainment industry.
“This is a legal industry that has a constitutionally protected right to advertise its services. Given that the respondent runs a business that offers adult entertainment, the use of a provocatively dressed woman is product relevant,” said the ASA.
The ASA dismissed the complaint, saying that the content of the commercial is product relevant, and the model is not portrayed in a manner that shows her being exploited or degraded. “The fact that the woman is naked does not automatically degrade women,” said the ASA.
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