The ad, which sparked 14 complaints from viewers over the fact it was unsuitable for children, featured Georgia May Jagger ripping off her top and being pursued by a male model in a series of executions which ended up with the couple rolling around semi-naked on a bed.
The Advertising Standards Authority rejected complaints about its content, ruling the TV and video on demand campaign was only “mildly sexual” but did take issue with its scheduling within airtime normally reserved for family programming.
As a result the regulator ruled the ads breached the Code of Broadcast Advertising (BCAP) Code and said: “We told ITV to take more care with the scheduling of ads in future.”
This is the second time in three months that the broadcaster has been rebuked over the scheduling of ads. In September, the ASA slammed ITV2 after discovering it had run allowed alcohol commercials to run in 38 episodes of You’ve Been Framed, shown between 6pm and 8:59pm through the fourth quarter of 2012 and February, March and April in 2013.
The BCAP code states that alcohol ads should not be shown in or around programmes “commissioned for, principally targeted at or likely to appeal” to under-18s.
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