Sex addict movie ad slots irk ASA

Channel 4 and UKTV have both had their knuckles rapped by the ad watchdog after they broadcast an ad for a movie about sex addiction – “Thanks for Sharing” starring Gwyneth Paltrow – during daytime slots.
Despite being cleared by Clearcast to run in “ex-kids” advertising spots, a scheduling cock-up saw it run as early as 10am on Channel 4 and at 7pm on UKTV channel Watch.
The ad attracted a raft of complaints about its sexualised content, showing, among other things, Paltrow acting seductively in stockings and suspenders and a man filming up his boss’ skirt.
Some complained that the ad was offensive, irresponsible and harmful, because it depicted non-consensual sexual acts and a woman dressed in a sexually provocative way; others claimed it was unsuitable for broadcast at a time when children might be watching.
Following an investigation, the Advertising Standards Authority dismissed concerns about the sexual content, ruling that it did not condone or encourage harmful discriminatory behaviour or treatment.
However, the watchdog blasted both channels over the scheduling of the commercial.
In its defence, Channel 4 provided audience data which showed that very few kids would have been watching at the time. Meanwhile UKTV said it was virtually powerless to prevent the ad appearing as Channel 4 managed all advertising across its network.
Unimpressed, the ASA warned both channels about future scheduling of “ex-kids” advertising.