Advert dubbing Loose Women 'Pigs in Lipstick' banned
An advert calling the panel of Loose Women "pigs in lipstick" has been banned by the Advertising Standards Authority (ASA).
The offensive ad was run by gambling website Fruity King Casino, which used a photo of Stacey Solomon, Linda Robson, Katie Price, Jane Moore, Saira Khan, Nadia Sawalha, Andrea McLean, Coleen Nolan and Janet Street-Porter in their underwear.
The image was originally used by Loose Women as part of a body confidence campaign.
However, for reasons that will probably not become clear, Fruity King Casino used the image in an ad, writing alongside it: "You can put lipstick on a pig, but it's still a pig. #LooseWomen18."
The promotional tweet was posted on September 8 and was immediately met with backlash.
Deemed "outrageous" and "offensive" (for obvious reasons), a complaint was made to the Advertising Standards Authority (ASA), arguing that the post was sexist and likely to cause widespread offence.
As a result, the ASA has now banned the ad from being used again.
"We considered that the image shown in the tweet would be understood by viewers as intending to portray a positive image of women's bodies," it said in a ruling.
"We told ProgressPlay Ltd that their future advertising must not be derogatory towards women."
In response, bosses at ProgressPlay Ltd – which markets Fruity King Casino – apologised for any offence and said the ad would not be used again (via Metro).
Nonetheless, a spokesman for Fruity King Casino said they did not believe the ad was derogatory towards women. Seriously. The spokesman explained how the link to the ITV panel show was not aimed at the presenters themselves, but at the Loose Women show, deeming it to be a 'low quality programme'.
Sure, Jan.
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