ASA bans KAZAM Tornado 348 ad for “objectifying women”

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TV Advert deemed “likely to cause serious offence to some viewers” after ASA received eight complaints

A TV advert for KAZAM’s Tornado 348 handset has been banned after the Advertising Standards Authority deemed that it “objectified women”.

The ad, which shows a woman in just her underwear ironing a shirt with the Tornado 348 in the pocket, received eight complaints that it was overtly sexual and bore no relationship to the product.

In its response to the initial complaints, the manufacturer said the advert played on the idea that the Tornado 348 is so slim it can often be overlooked.

KAZAM said the advert was tongue-in-cheek and that it had deliberately avoided placing the ad at times when younger viewers could watch it.

The ASA rejected this, criticising the advert for showing “several close-up shots that lingered over her breasts, buttocks and lips, which we considered were sexually suggestive.” Kazam ad

Concluding, the ASA said: “We therefore considered that the overall style of the ad served to objectify women. We therefore concluded that the ad was likely to cause serious offence to some viewers on the basis that it objectified women.

“The ad breached BCAP Code rule 4.2 (Harm and offence. The ad must not be broadcast again in its current form. We told KAZAM Online Ltd to ensure future ads did not cause offence by objectifying women.”

The Tornado 348 was released in mid-november, with KAZAM claiming at the time that at just 5.15mm thick, it was the thinnest smartphone in Europe.

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