Film giant censured over offensive Ali G poster

More than 100 complaints were received in less than a week about a ‘‘pornographic’’ poster for the new Ali G film, the advertising watchdog announced today.

The unprecedented public reaction was sparked by the poster in which the comedian is shown with his arm between a woman’s legs and his hand on her bottom.

Complaints flooded in from across the country to the British Advertising Standards Authority (ASA) from people branding the poster ‘‘offensive’’ and criticising it for appearing where children could see it.

The complaints were today upheld by the ASA who decided to carry out a ‘‘fast-track’’ investigation.

They also took the unusual step of telling movie giant United International Pictures that posters for any other film they distribute in the UK over the next two years will first have to be vetted.

The ASA began receiving complaints on Monday March 18 and by yesterday they had reached 109.

The poster in question, featuring the words ‘‘Vote Ali G, tax da panty’’, was designed to appear for a week and should therefore not be on display anymore.

Christopher Graham, ASA Director General, said today: ‘‘This poster clearly caused serious offence to many who saw it and we have acted promptly to ensure that the image is taken down and stays down.’’

United International Pictures (UK) admitted Ali G was a ‘‘controversial, but tongue-in-cheek, character, and not a man of taste’’.

They said the poster was ‘‘risque’’ but in keeping with the character. They added that they had not intended to cause offence.

However, in its adjudication today the ASA said many people had considered it either offensive or pornographic.’’

Under the current rules the only adverts which have to be approved before appearing are those for tobacco products, although if unsure a company can approach the industry Copy Advice Team.

The ASA decision today will force United International Pictures to submit posters for any film it wants to distribute, regardless of the age of audience, for the next two years.

At present the punishment applies to just four other companies, including clothing chain French Connection, fashion house Yves Saint Laurent, and bra maker Gossard.