men too sexy for this ad

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    Men too sexy for this ad
    July 27, 2005
    From: Press Association

    Model looks ... good looking men, like this model at the Milan fashion shows, should not be used for drinks advertising, the ASA says / Reuters DRINKS companies have been ordered to hire uglier men for their advertisements in Britain, to avoid suggesting there is a link between boozing and sexual success.

    Men who star in alcohol ads that target women should be "balding" and "paunchy" rather than "attractive and desirable", according to guidance issued by the Advertising Standards Authority (ASA).
    A campaign for sparkling drink Lambrini, which is popular in the UK, has become the first to fall foul of the new rules, which are intended to stop companies using sex to sell their products.

    The ASA apparently objected to a poster which showed three women "hooking" a slim, young man in a parody of a fairground game.

    Instead, the industry regulator instructed the firm: "We would advise that the man in the picture should be unattractive - ie overweight, middle-aged, balding etc.

    "In its current form we consider that the ad is in danger of implying that the drink may bring sexual/social success, because the man in question looks quite attractive and desirable to the girls.


    "If the man was clearly unattractive, we think that this implication would be removed from the ad."

    The new advertising code, launched last month, stresses that "links must not be made between alcohol and seduction, sexual activity of sexual success".

    But Lambrini owner John Halewood said the ASA should not be in the business of defining who was and was not unattractive enough to star in ads.

    "The ASA makes some very understandable rulings to encourage sensible drinking but we're not sure they're qualified to decide for the nation who's sexy and who's not," he said.

    "Sexual attraction is happily one of the few things in life that can't be governed.

    "Beauty is, after all, in the eye of the beholder.

    Perhaps the ASA people should take a look in the mirror before they decide they've got the rulebook on sexual prowess.",10117,16064345-38200,00.html

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