Burger advert breached advertising rulesBut watchdog says ad was not sexist

02 May 2007

A commercial which prompted scores of complaints from viewers who found it sexist broke advertising rules by being shown during a children's film, the industry watchdog said today.

Adverts for Rustlers burgers and chicken tikka naan prompted 219 objections from members of the public.

But the Advertising Standards Authority knocked back complaints about the commercial's 'sexist' content.

Instead, it said the burger advert had breached its 'ex-kids' scheduling restriction by being broadcast during the film Bugsy Malone.

Viewer complaints

Viewers had complained the adverts were 'offensive, sexist and demeaning to women'.

The commercials showed a young man bringing a girl back to his flat.

He set a microwave timer for 70 seconds. The girl was then shown sitting on a spinning sofa until she reappeared reclining in her underwear.

A voice-over said: 'Rustlers. Nought to tasty in 70 seconds'.

The ASA rejected claims that the commercials were sexist because they were 'clearly fictional' and humorous.

Burger advert

But it rapped the advertiser for showing the burger advert during a film popular with youngsters.

'We told Rustlers to take more care with the scheduling of their ads,' the watchdog said.

An 'ex-kids' restriction means commercials must not be shown in or around children's programmes.

A Rustlers spokesman said the firm was pleased with the ASA's ruling.

'We have always felt that the advert is a tongue-in-cheek look at Rustlers' core benefit - instant gratification,' he said.

'This advert was designed to appeal to people's sense of fun and a majority of the feedback we have had has been really positive with people seeing the funny side.'

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