The Advertising Standards Authority (“ASA”) recently investigated two advertisements published on Twitter belonging to Oasis Games Ltd and Goat Company Ltd respectively. The ASA determined that the advertisements were both:

1. likely to cause serious or widespread offence, and
2. likely to cause harm and were socially irresponsible as they included a gender stereotype.

A paid-for Twitter advertisement for Oasis Games:

The advertisement featured an image of an anime character who was a young woman, styled with rabbit ears and wearing clothing which were torn. The character was in a cage and appeared to be fearful. Featured in the advertisement, was the caption “Ah! Master! I kept wondering when I would see my master again! And here you are!” with text over the image stating, “You little girl I won’t let you run away again” (“Ad 1”).

A paid-for Twitter advertisement for Goat Company Ltd:

The advertisement featured an animation of two women, dressed provocatively, standing next to missing letter quizzes. One quiz displayed the letters “_I_S” with the suggested answer options, “TITS”, “RIVS”, “TIPS” and “LIPS” appearing beneath. Another quiz displayed the letters “D_CK” with the suggested answer options “O”, “U”, “I” and “E” appearing beneath (“Ad 2”).

(the “Ads”)

The ASA assessed whether the Ads:

1. Were likely to cause serious or widespread offence (“Issue 1”); and
2. Included a gender stereotype in a way that was likely to cause harm and was socially irresponsible (“Issue 2”).

In response, Oasis Games Ltd stated that all advertisements similar in nature to Ad 1 were removed from Twitter.

Goat Company Ltd explained in their response that Ad 2 was removed not long after it was posted, and would not be used again in future.

The ASA found a breach of the CAP Code by both Oasis Games Ltd and Goat Company Ltd with respect to the Ads.

Assessment of Issue 1 and Issue 2

While assessing Issue 1 and Issue 2, the ASA referred to the CAP Code which states advertisements must not cause serious or widespread offence by including a gender stereotype, and must be made responsibly. The CAP Code also refers to the fact that advertisements must not portray an individual who was, or appears to be, under the age of 18 in a sexually suggestive manner.

With respect to Ad 1, the ASA concluded the way in which the young woman was presented was likely to cause offence as it appeared to depict an individual who appears to be under the age of 18 in sexual way. Additionally, the ASA considered that the overall impression of Ad 1 was sexually suggestive, as the objectification of the young woman portrayed the stereotype of an imprisoned sexual subject.

With respect to Ad 2, the ASA concluded the overall nature of Ad 2 was sexual. Most particularly, the ASA considered that viewers of the advertisement would understand the advertisement as emphasising sexual words as the ‘answers’ to the quizzes. Furthermore, the ASA also concluded the portrayal of the two women in the advertisement depicted the stereotype of women being used as sexual objects to entice viewers.

The conclusions reached by the ASA is a firm reminder to advertisers that the regulator is committed to prohibiting advertisements which feature, or depict, harmful gender stereotypes – in this case those which include the depiction of the sexual objectification of women.

What appears to be consistent in the ASA’s approach to their assessments is a consideration of how advertisements are presented as a whole, taking into the account the look and feel for instance.

The rulings should serve as a reminder to those who deploy particularly youthful animation in their marketing materials since, although not expressly mentioned in the ASA’s assessment for Ad 2, Twitter suspended Goat Company from running advertisements as they were in violation of their policies.

A link to the ruling for Ad 1 can be accessed here.

A link to the ruling for Ad 2 can be accessed here.