::::Rejected Ads::::

Adjudication of Advertising Standards Canada:

Complaint:The complainants alleged that the advertisement degraded and demeaned women.

Decision:Prior to exhibiting the advertisement, the advertiser submitted and received approval to exhibit the advertisement under the CRTC Code for Broadcast of Advertising of Alcoholic Beverages, (which applies to print advertising, as well as broadcast in British Columbia). Approval under CRTC’s Broadcast Code, however, does not constitute or guarantee conformity with the provisions of the Canadian Code of Advertising Standards that were applied in the case of this adjudication. Aspects of women’s and men’s sexuality have been found in other advertising that did not raise issues under the Canadian Code of Advertising Standards. However, in this case, it appeared to Council that the female model was digitally modified in this advertisement for one purpose only – to attract the attention of readers by exploiting the female model’s sexuality. Council could find no relevant connection between the altered image and the product being advertised. Council concluded, therefore, that focusing on parts of a woman’s body for no purpose related to the product objectified and demeaned women.Advertiser's Verbatim Statement:“Bacardi Canada Inc. is a member in good standing of Advertising Standards Canada. The company undertook what was felt to be responsible steps to ensure the creative in question was acceptable, by pre-submitting to ASC and securing approval according to the Code for Broadcast Advertising of Alcoholic Beverages, which applies to print as well as broadcast advertising in British Columbia. We also undertook a full review of the existing and historical creative aired in Canada, to ensure this was consistent and in keeping with what was felt to be accepted areas of creative. While we do not agree with the Council's decision, we respect it and the process that was followed. We have committed to cease exhibiting of the creative in question.”