Smartphone Commercial Banned For Objectifying Women

Britain's ASA ruled that the ad "was likely to cause serious offense to some viewers on the basis that it objectified women."

Britain’s Advertising Standards Authority has banned a smartphone commercial for being “sexually suggestive,” following complaints that the ad objectifies women.

The ad is for a Kazam cell phone and features a woman walking around in her underwear, ironing a shirt and then realizing her phone is so small she didn’t notice it was in her shirt the whole time.

The ASA received complaints that the ad was too sexual and objectified women. The ASA agreed, saying that “much of the ad focused entirely on the actor in her underwear, including scenes that featured several close-up shots that lingered over her breasts, buttocks and lips, which we considered were sexually suggestive.”

“Additionally, this was heightened by the suggestive nature of the music and voiceover and further reinforced because the focus on the woman bore no relevance to the advertised product.” After ruling that it “was likely to cause serious offense to some viewers on the basis that it objectified women,” the ASA banned the ad.

Kazam defended the commercial, saying it depicted a familiar scenario and was only broadcast to an appropriate audience.

And here are some similar American commercials that made it to air:

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