0370 270 6000

Ice cream is our religion

15 September 2010

On Wednesday the ASA ruled that an advert for Antonio Federici ice cream was offensive to Catholics. The advert depicted a heavily pregnant woman, dressed as a nun, holding a tub of ice cream. The advert’s text said “Immaculately Conceived….”

Federici said that their advert was a form of art and self-expression. They felt that advertising should be challenging and often iconoclastic. However the ASA said that the use of the image was likely to be seen as a distortion and mockery of the beliefs of Roman Catholics, and using it in a light hearted way to advertise ice cream was likely to cause serious offence.

In response, Federici have stated that they will be unveiling a new advert, which continues this theme, to coincide with the Pope’s visit to the UK.

This approach is similar to ambush marketing, and at the very least, contradicts the spirit of the ASA’s ruling. Is this another example of an adverse ASA ruling providing useful publicity for a brand?

Related opinions

Right to Work Checks: Changes from 6 April 2022

From 6 April 2022, right to work checks on all migrant or settled prospective employees must be online and checks on British or Irish nationals will be manual (free) or digital (charged for).

View blog

Are whistleblowers entitled to keep their employer’s confidential documents?

In Nissan v Passi, the High Court recently considered the issue of an employee retaining confidential documents belonging to his former employer in the context of the employer’s application for an injunction seeking the return of such documents from the employee.

View blog

Supreme Court awards compensation to a Professor for an invention created during his employment

A recent decision by the Supreme Court in Shanks v Unilever PLC has supported the right for employees to receive compensation for patented inventions if the invention is of ‘outstanding benefit’.

View blog

Cyber risks – are businesses really ready?

The Hiscox Cyber Readiness report, a review of 3300 organisations, will be a stark warning for CEO’s of SME’s in the UK and in Europe.

View blog

Mailing list sign up

Select which mailings you would like to receive from us.

Sign up