Belfast Telegraph

Anderson's 'degrading' ad banned

A television advert featuring actress Pamela Anderson playing a company boss has been banned for being sexist and degrading to women.

The ad for domain and web hosting company Dreamscape Networks showed the former Baywatch star chairing a meeting of men before her assistant poured cream into a cup of coffee while displaying her cleavage.

One of the men present was then shown to be fantasising about Pamela and her assistant dancing in bikinis while covered in cream, with a shot of the star calling out for the man in a suggestive manner. The actress snapped the man out of his fantasy by calling his name in a stern tone before the final scene showed her assistant revealing her cleavage again while pouring another cup of coffee.

The ad was cleared with a restriction that it should not be broadcast before 9pm.

Four viewers complained that the ad was offensive because they considered it to be sexist and degrading to women.

Dreamscape Networks said it believed the ad was "anything but degrading to women", deliberately portraying Pammy and her assistant as "attractive, dynamic and confident business people".

It said the ad took a tongue-in-cheek approach to promoting its product, adding that it believed that the majority of viewers would find it "fanciful and humorous".

The Advertising Standards Authority (ASA) said it understood that the ad was intended to be a humorous and light-hearted parody of a mundane business meeting. But it said the female characters were portrayed sexually throughout the ad, not just during the fantasy sequence, noting that their shirts were open to expose their bras and cleavages.

And it said the fantasy scene, although limited to the man's imagination, gave the impression that he viewed his female colleagues as sexual objects.

It ruled that the ad must not be broadcast again in its current form.

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