An explicit poster campaign for JOYclub, a German-based online sex community which launched in the UK in November last year, has been ripped down by the ad watchdog for a raft of offences, including being displayed on sites where children could be exposed to its lascivious content.
The poster, which ran in various outdoor locations, featured two men and three women lying on top of each other, wearing minimal clothing.
At the centre of the image was a woman wearing nipple covers and high cut knickers, exposing her crotch, with each of her legs being held apart by the two men. Large text superimposed in front of the face and body of one of the women said “Explore. Connect. Meet. Play”.
At the bottom of the ad, there was a QR code accompanied by smaller text that stated “Explore your kinky side, connect in a safe, respectful space, meet new people and play out your wildest desires.”
Founded in Leipzig in 2005, the ads were designed to espouse the joys of the community for sex positive people to Brits. According a press release issued in November last year, “JOYclub brings the UK audience what it really wants: a place to explore their kinky side, connect in a safe, respectful place, meet new people and play out their wildest desires.”
However, three complainants, who believed the ad was overtly sexual, challenged the Advertising Standards Authority to investigate whether the activity was offensive and whether it was irresponsibly targeted because it was displayed in a medium where children could see it.
Much to the ASA’s disgust, JOYclub owner F&P GmbH did not respond to the watchdog’s enquiries. London Lites, the media site owner, acknowledged the complaint.
In response, the ASA slated F&P GmbH’s apparent disregard for the UK Ad Code, which itself was a breach of CAP Code (Edition 12) rule (unreasonable delay).
The regulator reminded the German firm of its responsibility to provide a response to its enquiries and told them to do so in the future. The ad was displayed in various outdoor locations in London, which were untargeted media and where the image was likely to be seen by children and adults.
In its ruling, the ASA said it considered that the positioning of the individuals in the poster was likely to be understood as suggestive of group sexual activity. Taking the image of the sexual positioning and the centre woman’s exposed crotch, combined with the references to “your kinky side” and “your wildest desires”, it considered that the ad was overtly sexual.
The ASA concluded that, because the ad was overtly sexual and was displayed in an untargeted medium where it had the potential to be seen by a large number of people, including children, it was likely to cause serious or widespread offence and was irresponsible.
Banning the ad from appearing again in outdoor advertising, the ASA warned F&P GmbH about future activity.
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