A raunchy advert starring Pamela Anderson has been banned from going out before the watershed by advertising chiefs because it has been deemed demeaning to women. The commercial, for web hosting firm Dreamscape Networks, had the actress chairing a meeting of men before her assistant poured cream into a cup of coffee while showing her cleavage. One of the men then fantasied about Anderson and her assistant dancing together in bikinis while cream is poured over them to the soundtrack of a cheesy soul song.
Following complaints from four viewers, the Advertising Standard Authority ruled the advert must not be broadcast again in its current form before 9pm. Dreamscape argued the ad portrayed Anderson and her assistant as “attractive, dynamic and confident business people”.
The ASA said it understood that the ad was intended to be a humorous and light-hearted parody of a mundane business meeting.But it said the female characters were portrayed sexually throughout the ad, not just during the fantasy sequence, noting that their shirts were open to expose their bras and cleavage and the fantasy scene, although limited to the man's imagination, gave the impression that he viewed his female colleagues as sexual objects.
The ASA said: "Because of that, we considered the ad was likely to cause serious offence to some viewers on the basis that it was sexist and degrading to women."
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