'Raunchy' ad involving nun and priest banned
'Raunchy' ad involving nun and priest banned
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Wednesday, 01, Jul 2009 10:41
An ice cream advert has been banned after it received complaints for being offensive and demeaning religious vocations.
The ad, which appeared in Delicious Magazine and Sainsbury's Magazine for Antonio Federici Gelato Italiano ice cream, shows a priest and nun appearing as though they are about to kiss.
Ten complaints were received about the advert, with Antonio Federici saying the ad was intended "as a light-hearted, tongue in cheek portrayal celebrating forbidden Italian temptations which their Gelato Italiano ice cream represented".
In the picture the nun wears a full habit and the priest wears rosary beads and holds a pot of ice cream. The caption states "Kiss Temptation".
In a ruling published today, the Advertising Standards Authority (ASA) ordered the advert not to appear again in its current form.
The ASA ruled the ad breached CAP Code clause 5.1 (Decency).
In response to the complaint, Antonio Federici said: "They considered the ad was unlikely to offend deeply a minority of people. In their view, there was nothing in the ad that was likely to cause either serious or widespread offence."
They added it was significant the ad did not show the two actually kissing. The publishers, Seven Squared Publishing, said they felt it was "unlikely to offend their readers" but apologised for any offence caused and withdrew the advert.
In a statement the ASA said: "We considered that the portrayal of the priest and nun in a sexualised manner and the implication that they were considering whether or not to give in to temptation, was likely to cause serious offence to some readers."