Hunky Dory red carded for foul play in adverts

THE Hunky Dory girls have been given the red card after advertising chiefs ordered the controversial ads not be re-run.

The Advertising Standards Authority for Ireland (ASAI) warned publishers not to print the images of the scantily-clad models portrayed as Gaelic footballers.

More than 80 complaints were lodged against the campaign — nearly a quarter of the record 300 made last year for Hunky Dory ads with a rugby theme.

Frank Goodman, ASAI chief executive, said the press, outdoor and internet adverts likely caused grave and widespread offence.

Crisp maker Largo Foods and publishers were criticised for breaching a previous order not to use the rugby-style ads again as they breached theadvertising code.

“The committee further considered that the advertisers seem to havedeliberately flouted the code with the intention of generating complaints, PRand subsequent notoriety,” Mr Goodman said.

But Largo Foods founder Raymond Coyle said his firm is not a member of the ASAI so his in-house advertisers are not bound by its voluntary code.

He said while the campaign had probably “been ran into the ground” he would run it again if it was commercially viable.

“Next year we are doing four lady athletes who have qualified for theOlympics,” he revealed. “We will be doing a campaign on that so it will be much more toned down.”

The ASAI said each image carried the strapline “Proud supporters of Gaelic Football”, with the camera focused on the women’s cleavage and midriffs. They featured the captions “Still staring”, “Bursting with flavour”,“Taaaasty” and “The Girls are back in town”.

The GAA distanced itself from the ads, which breached six ASAI codes.

The ASAI said both men and women complained that the campaign was offensive, exploitative, tasteless, degrading and sexist towards women.

The ASAI claimed Largo Foods, based in Ashbourne, Co Meath, did not respond to any of the complaints.

Mr Coyle said: “We replied. I spoke to them once. They sent me a list of things and we didn’t do it... We’re not bound by their rules.”

The ASAI is a self-regulatory body set up by the advertising industry to promote high commercial advertising standards and enforce the ASAI’s code.