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UK watchdog gets hot under the collar over Pamela Anderson boardroom ad

5 June 2013

The Advertising Standards Authority (ASA) has today banned an advert featuring actress and model Pamela Anderson for depicting women as sexual objects to be lusted after.

The advert for Crazy Domains.co.uk, a domain name registrar and web hosting provider owned by Dreamscape Networks Ltd, showed the former Baywatch star in a boardroom full of men, one of whom begins to fantasise about Anderson and her assistant Vanessa dancing in bikinis while covered in cream.

The advertising watchdog upheld complaints about the advert because it gave the impression that [the man] viewed his female colleagues as sexual objects to be lusted after.

The advert has already run into trouble with advertising watchdogs in Australia with the countrys Advertising Standards Bureau banning the advert after receiving over 40 complaints.

Nina Best, an expert in advertising law at Browne Jacobson, said:

"The advert must have seriously crossed a line. Traditionally, the ASA has been quite liberal in its views concerning complaints about advertisements that are alleged to be overly sexualised. It is therefore surprising that the ASA now appears to be taking a rather conservative view in relation to an ad featuring Pamela Anderson. Theres a good chance that the negative adjudication will do little more than fluff the feathers of what appears to now be a "TV hit series" in the promoters own words as awareness of the campaign is raised."

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