Company drops squatting OAP 'bitches' ad

An advertisement comparing squatting elderly ladies to "incontinent bitches" has been withdrawn.

The ad, for a canine urinary incontinence medicine, showed a group of elderly women crouching down with their arms outstretched.

British advertising watchdogs ruled the ad was likely to cause serious and widespread offence.

The advertisement was headlined: "These days there are easier ways of controlling a lax urethral sphincter muscle ... Trial data shows a 95% response rate for the control of urinary incontinence in the bitch."

A pack shot of the medicine stated: "For use in bitches to control urinary incontinence associated with urethral sphincter incompetence."

Two vets objected saying the ad and its language was offensive and unacceptable.

The advertiser, Vetoquinol UK Ltd, told the British Advertising Standards Authority that the ad was intended to provide a humorous approach to the problem of veterinary incontinence.

It said its target audience of veterinary surgeons was likely to be familiar with the product.

The company agreed to withdraw the advert.