SMS porn: Choose your timing better, asks consumer

Please Note:  Viamedia is a technology company and aggregates for a number of partners. EZ Trade is a business partner of Viamedia, and any marketing activity is the sole responsibility of EZ Trade. The complaint mentioned in the article published today was responded to by Viamedia on behalf of EZ Trade.

e.TV has become well known for its raunchy late night movies and the equally risqué advertising that accompanied these movies.

These ‘SMS Porn’ adverts did not go down well with Mrs Renee Marion Gordon who lodged a complaint with the Advertising Standards Authority of South Africa (ASA) about the ads being flighted during inappropriate times.

According to the ASA, the complaint is regarding “ViaMedia’s SMS Porn commercial that was flighted on e.tv during the movie Double Jeopardy, which was shown at the end of May 2010.”

“The commercial depicts, inter alia, pictures of naked or semi-naked women kissing and fondling each other. Some are shown alone touching themselves. There’s also a picture of naked ladies kissing each other in the bath,” the ASA website states.

According to Gordon, the commercial is so explicit it may as well have been pornography. Gordon added that while she accepts that e.tv broadcasts pornographic movies, these have age restrictions with information about the content. She chooses not to watch such movies.

“Such commercials should be screened during the relevant movies,” said Gordon.

ViaMedia responded saying that the commercial should not have appeared in anything but an 18+ movie as per e.tv’s guidelines. “It is not our intention to expose people to content that is inappropriate or offensive,” ViaMedia said.

The ASA agreed with Gordon, saying that flighting ‘SMS Porn’ commercials in unrelated movies does not afford viewers an opportunity to avoid them as one cannot predict the commercials that will be played during commercial breaks.

“Based on the above, the commercial, in the context complained of is offensive and inappropriately flighted,” the ASA said.

The ASA subsequently upheld the complaint and ordered ViaMedia to withdraw the advertisements with immediate effect.

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SMS porn: Choose your timing better, asks consumer