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advertising watchdog issues red card to News UK fantasy football advert

5 November 2014
The Advertising Standards Authority (ASA) has today announced that it has upheld a complaint against News UK for a fantasy football advertisement in The Sun newspaper.

The advertisement in question was a promotion for The Sun’s Dream Team fantasy football competition, in which fantasy football participants could enter into a prize draw to win a date with a page 3 model.

The ASA received over 1000 complaints from people who had found the advertisement offensive on the grounds that it was sexist and objectified women. 

Alex Watt, commercial partner at law firm Browne Jacobson who specialises in advertising law, said:

“This is likely to be one of the most complained of advertisements this year. The CAP Code requires advertisers to avoid causing offence on grounds of gender.  The ASA regularly upholds complaints against adverts that objectify women in this way and has made it clear that they are unacceptable.  In this instance, the ASA found that the advertisement did breach the CAP Code and, as a result, it has been forbidden by the ASA from appearing again in its current form.”


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