Advertising: legal, decent, honest and truthful. Does time change what is acceptable in advertising?

An ad banned by the ASA for Ryanair as seen as too sexist (2012)

It seems that never a week goes by without the Advertising Regulators (The ASA in the case of the UK) having to ban or get a brand advertiser to change or remove claims made in some ad that has run on TV or in Print. Some brands, like Ryanair, actively try and get banned and get controversy as part of their PR activity. While other brands in very competitive fields, like beauty and skincare, are constantly trying to push the boundaries of what promises and claims they make.


The ASA aims to keep all advertisers and ads: legal, decent, honest and truthful.


But, there is no doubt that having your ad banned or criticised can help drive publicity and get additional coverage, that can drive awareness way beyond what the original ad could ever do. And as Oscar Wilde said, some feel that "there is only one thing worse than being talked about, and that is NOT being talked about". This is definitely the view and approach of Michael O'Leary of Ryanair. He believes that as long as the publicity reinforces their no frills/ low cost then this is a job well done.


However, this topic got me thinking about how things that can be seen as appropriate or acceptable are also a function of time and society attitudes, as well as legal and language. So here are some examples of ads that today would be seen as totally wrong and inappropriate, but did run and were acceptable to the media owners, advertisers, the authorities and consumers. But would likely not be now.


There would likely break the ASA aims to keep advertising as: legal, decent, honest and truthful.


Category 1: Sexist beyond anything that would be acceptable today. This is actually the category that is easiest to find examples of. Some cracking examples below:

If your husband ever finds out, you're not store testing for fresher coffee. If he discovers you're taking chances on getting flat, stale coffee.. woe be unto you!

Men are better than women. Indoors women are useful - even pleasant. On a mountain they are something of a drag

The Chef does everything but cook - that's what wives are for. I'm giving my wife a Kenwood Chef

Category 2: Promoting something seen as no longer socially acceptable or advisable, and where even the category is prohibited from advertising in some countries. The most obvious is smoking, but there is also other examples like practices with children (like the Cola ad below)

24 hours a day your doctor is "on duty"..guarding health..protecting and prolonging life... More Doctors smoke Camels that any other Cigarette"

For a better start in life start Cola earlier. How soon is too soon? Laboratory tests over the last few years have proven that babies who start drinking soda during that early formative period have a much higher chance if gaining acceptance and fitting in during those awkward pre-teen and teen years

Category 3: Promoting children in a sexy manner - "sexploitation". A hot topic nowadays, where many advertisers still come under criticism. But not as blatant as this ad?

Love's Baby Soft. Because innocence is sexier than you think

Category 4: When language has changed meaning. Words and language evolves, and takes on new meanings and connotations. The ad below maybe a bit obvious, but a "gay" cruise would mean something very different today!

Every voyage a Gay Cruise......

Category 5: Just plain old illegal now!

Want to see more examples of sexist, inappropriate ads? Visit my Pinterest Board on the topic that has many more examples: click here


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