A complaint which argued the latest Breast Cancer Foundation advert was too explicit has been dismissed by the Advertising Standards Authority (ASA).
The advert features actress Geraldine Brophy holding up a series of pictures of women's breasts in front of her own, showing various changes that can be signs of potential breast cancer. Brophy then directs people to the Any Changes website or to consult their doctor.
"It's not just lumps we need to look out for. Skin like orange peel of changes to the nipple could also be a sign of breast cancer," she says.
The main complainant, S Cook believed the advert was too explicit and not suitable for television.
"I cannot understand why at this time of night, during school holidays while teens are off school and stay up later, you would air an advertisement like this at this time of night.
"I do not see any reason for this to be so explicit... You are targeting women in this advert and we know what our breasts look like I feel violated by this advert and embarrassed when I am sitting in a room with young guys watching a film... !!"
Cook's views were shared by several other complainants, who said showing women's breasts went too far.
One said women's breasts were sexual objects and the ad should have had a warning.
ASA complaints board chairperson Jenny Robson disagreed with the complaints and ruled there was no apparent breach of the advertising code.
She ruled the advertisement an important health message that outweighed the offence caused to the complainants.
Ms Robson said the images used in the ad illustrated the changes that can occur to breast skin and nipples and emphasised the need for women to check for signs of breast cancer.
The complaint that the ad was viewable by teenagers was also dismissed, with Ms Robson noting it was played during adults-only viewing time and complied with the time slot's classification.
The Breast Cancer Foundation remade the ad using objects like balloons and cupcakes to cover women's breasts, after being told it would only be shown after 8:30pm.
The ad was modelled on a similar Scottish campaign that was highly successful in raising awareness breast cancer.
3 News
source: newshub archive
