TG4 ad disrespects women, says ad watchdog

UISCE fuar has been thrown on a sexually suggestive ad for a TG4 programme, Paisean Faisean, by the Advertising Standards Authority for Ireland.

The advertisement featured a man telling his female partner to change her clothes from flat shoes and trousers into stilettos and a mini-skirt. When she objects that everyone will see her underwear, he replies: “Not if you’re not wearing any, they won’t.” The advertisement finishes: “Girls dressed by boys. Paisean Faisean...”

Complainants said the ad implied that it was appropriate for a man to control a woman and what she wears, that it objectified women and endorsed psychological and emotional abuse of women by their male partners.

The ASAI upheld the complaints and stressed that advertisements should respect the principle of the equality of men and women.

Two advertisements for Hunky Dory crisps were the subject of other objections, both of which featured three models reclining on a bed with a packet of crisps. The main text stated: “Which one would you throw out of bed for eating Hunky Dorys?” One advertisement featured three men wearing boxer shorts and the second featured three women wearing lingerie.

The majority of complaints related to the advertisement featuring the three women.

The complaints were upheld and the ASAI said advertisers should take account of public sensitivities in the preparation and publication of advertisements and avoid the exploitation of sexuality.

A brochure for Smyths Toys contained an advertisement for a ‘Toy Story Space Explorer with Buzz Figure” and depicted the toy with the Buzz and Woody figures in it. If you bought this toy you quickly found out that Woody not included.

The ASAI said they considered that it was “particularly inappropriate in a toy brochure for an illustration of a product not to match its description.”