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| All images via Daily Mail |
So here's a thing. The Daily Mail reports that these images, used on-site to promote the Harvey Nichols department store in the UK, provoked 17 complaints to the Advertising Standards Authority.
From the ASA site:
1. Nine complainants challenged whether the ads were offensive, irresponsible and unsuitable for untargeted display where they might be viewed by children, because they appeared to portray a lesbian kiss;
2. Ten complainants challenged whether the ads were offensive, irresponsible and unsuitable for untargeted display where they might be viewed by children, because they were sexually explicit;
3. Two complainants challenged whether the phrase "LOVE THYSELF", combined with the images in the ads, was offensive on religious grounds.
Here's their ruling. It's actually kind of entertaining reading:
Assessment
1. Not upheld
The ASA noted that each of the three ads showed an image of a woman leaning in to kiss her mirror image, rather than another woman. We considered that, particularly because of the identical styling of the model in each ad and the text "LOVE THYSELF", the content was sufficiently clear and was unlikely to be widely misunderstood.
We acknowledged that some complainants had interpreted the posters differently and had understood them to depict a lesbian kiss. One person also mentioned a young child who had not identified that the kiss was between one woman and her mirror image. Although we recognised that some people might have found what they perceived to be a portrayal of a lesbian kiss distasteful, we considered that a reference to homosexuality in an ad would be unlikely in itself to cause widespread or serious offence or constitute irresponsible advertising.
Because we considered that it was sufficiently clear that the posters showed one woman about to kiss her mirror image, and because we also considered that they were unlikely to cause serious or widespread offence even if interpreted differently, we concluded that the ads were not offensive, irresponsible or unsuitable for untargeted display because they appeared to portray a lesbian kiss.
On that point, we investigated the ads under CAP Code (Edition 12) rules 1.3 (Responsible advertising) and 4.1 (Harm and offence) but did not find them in breach.
2. Not upheld
We noted that close-up images of models' faces were common methods of advertising beauty products, and that the emphasis in each of the ads was on the styling of the model. In addition, the text "LOVE THYSELF" was prominent because of its size and position on the posters. We therefore considered that the aim of the ad, to promote the beauty department of a well-known department store, was clear and that the images used were consistent with that message.
The posters showed close-up shots of the face of a woman leaning in to kiss her mirror image; in each instance her lips were slightly parted but the faces were not touching. We noted that no nudity was shown and the poses were not provocative. We therefore concluded that the ads were not sexually explicit and were consequently not offensive, irresponsible or unsuitable for untargeted display.
On that point, we investigated the ads under CAP Code (Edition 12) rules 1.3 (Responsible advertising) and 4.1 (Harm and offence) but did not find them in breach.
3. Not upheld
We noted that the words "LOVE THYSELF" bore some similarity to the bible verse "Thou shalt love thy neighbour as thyself" and understood that, if that association was made, the ads could be seen to distort a religious message for commercial means. However, in our view the text "LOVE THYSELF" was not so strongly linked to the most central tenets of the Christian faith as to be widely interpreted as mocking the sacred elements of that religion. We also noted that "LOVE THYSELF" was not a direct biblical quote, and for that reason considered that it was not exclusively associated with Christianity. Given the absence of any other imagery or references which could carry religious meaning in the ads, we concluded that, in the context of an ad promoting a store's beauty department, the phrase "LOVE THYSELF", combined with the images of a woman about to kiss her mirror image, was not offensive on religious grounds.
On that point, we investigated the ads under CAP Code (Edition 12) rules 1.3 (Responsible advertising) and 4.1 (Harm and offence) but did not find them in breach.
Action
No further action necessary.
Love the Bible reference.
Sexualized? Yes. Exploitative? Yes. But officially not gay. That's a relief.
Tip via Jezebel
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