SMS porn ad causes a stir

The Advertising Standards Authority of South Africa (ASA) has ruled on a recent complaint from a consumer which said that e.tv broadcast an SMS porn advertisement from Itouch South Africa at an inappropriate time.

According to the complaint, the commercial aired at 00h03 during the movie “Another Woman” and features, amongst other things, audible moaning.

In essence, the complaint is that the advertisement is offensive and inappropriately placed, the ASA said.

It also mentioned that the complainant took issue with the fact that the ad was flighted on Women’s Day and said that such a commercial shows blatant exploitation of the female body.

Itouch South Africa, the respondent, submitted to the ASA that the commercial aired after midnight during a film rated 16+ SN and that it is in line with e.tv’s policies.

The ASA noted that they had considered several complaints of this nature before and said, “one overriding principle has always been that advertising of adult content or material suitable for adults should only be broadcast during times and programming where they are not likely to offend.”

However, in this case the ASA felt that Itouch’s argument that the commercial was being flighted during a movie with a 16+ age restriction didn’t hold water.

“A quick online search about the movie indicates that it is about a woman facing a mid-life crisis who rents an apartment next to a psychiatrist’s office to write a book, only to become drawn to the plight of a pregnant woman seeking that doctor’s help. Ultimately, this leads to her reinventing her life for the better,” the ASA directorate’s ruling said.

Although the ad was aired during a late-night film, “it was flighted during a movie with a content unrelated to this type of service,” the ASA said.

The ASA upheld the complaint and told the respondent to only flight their advertisement during appropriate programming content that also deals with sex and/or “hardcore uncensored porn.”

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SMS porn ad causes a stir