Latest
 
  • All Share : 53734.0357
    DOWN -0.97%
    Top40 - (Tradeable) : 47491.8711
    DOWN -1.07%
    Financial 15 : 17714.9138
    DOWN -0.55%
    Industrial 25 : 68254.549
    DOWN -1.19%
    Resource 10 : 40963.7701
    DOWN -1.11%

  • ZAR/USD : 12.0675
    UP 0.94%
    ZAR/GBP : 18.0192
    UP 0.01%
    ZAR/EUR : 13.0357
    UP 0.06%
    ZAR/JPY : 0.101
    UP 1.10%
    ZAR/AUD : 9.3809
    UNCHANGED0.00%

  • Gold US$/oz : 1199.25
    UNCHANGED0.00%
    Platinum US$/oz : 1159.25
    UNCHANGED0.00%
    Silver US$/oz : 16.31
    UNCHANGED0.00%
    Palladium US$/oz : 780.5
    UNCHANGED0.00%
    Brent Crude : 63.71
    UNCHANGED0.00%

  • All data is delayed by 15 min. Data supplied by Profile Data
    Hover cursor over this ticker to pause.

Sun Apr 19 06:33:25 CAT 2015

Deo ad banned because it could offend Christians: ASA

Sapa | 26 October, 2011 06:36

The Advertising Standards Authority (ASA) has instructed a TV advert depicting angels falling from heaven because they are attracted to a man's deodorant, to be withdrawn, as it could offend Christians.

A viewer who complained to the ASA about the advert said the suggestion that angels -- God's messengers -- would literally fall for a man wearing this deodorant was incompatible with his belief as a Christian, according to the ruling by the ASA's directorate made on October 14. A copy of the ruling was sent to Sapa.

The advert for Axe deodorant depicts winged, attractive women crashing to earth in what appears to be an Italian town, and then being drawn towards and sniffing a young man who has used the deodorant. The text at the end of the ad reads: "Even angels will fall".

The directorate was concerned that the angels were depicted falling and, secondly, being attracted to a mortal man.

"As such, the problem is not so much that angels are used in the commercial, but rather that the angels are seen to forfeit, or perhaps forego their heavenly status for mortal desires. This is something that would likely offend Christians in the same manner as it offended the complainant."

While the directorate was mindful of the hyperbole employed in the advert, it was not convinced that this was sufficient to negate the offence experienced by the viewer.

The respondent in the matter, Unilever SA, was ordered to withdraw the commercial in its current format.

SHARE YOUR OPINION

If you have an opinion you would like to share on this article, please send us an e-mail to the Times LIVE iLIVE team. In the mean time, click here to view the Times LIVE iLIVE section.