Is this advertising campaign for new condom brand SKYN offensive?
One poster was headlined”Love sex. Hate condoms. Love SKYN”, also read; “This changes everything. SKYN condoms are made from a revolutionary new material Polyisoprene, to revolutionise your sex life”.
A second poster also ran bearing the headline “Roll on better sex”. It also included the text; “This changes everything. SKYN condoms are made from a revolutionary new material Polyisoprene, to revolutionise your sex life”.
Solicitors representing Ansell said that the company was aware and sensitive the issues which sexual wellness raised, and added that it was not looking to align itself with overly controversial advertising practices to sell its products. However, the company also said that it believed that there would be people offended by the mention of condoms and contraception, but that this was ‘significantly outweighed’ by the beneifts to society of reducing unwanted pregnancy and reducing sexually transmitted diseases. Therefore such products needed to be mass-marketed to reach the maximum number of people.
The ASA said that the adverts did not contain sexually explicit images and that the overall tone was not provocative. The prominent use of the word ‘sex’ alongside an image a woman wearing only underwear was considered acceptable to promote condoms on a poster and accepted that a placement restriction has been place on the adverts.
As a result, it was ruled that no further action was required.