SmellYourMum, a company selling slogan T-shirts and greeting
cards on Amazon and via other online outlets, has been rapped by the
Advertising Standards Authority for an offensive online display advert
featuring an expletive. The ad was for a Christmas card that prominently
featured the C-word. In its defence, SYM said the card had to be considered in
the specific context of it appearing on a humorous card intended for close
friends or family. Amazon also queried whether it was within the ASA’s remit to
prevent the display of product titles and images which were not otherwise
prohibited by applicable decency laws. Nevertheless, the complaint was upheld,
with the ASA ruling that CAP guidance on language advised advertisers that
consumer research showed that the use of the C-word was so likely to offend
that it should not be used at all in marketing communications. SYM was
instructed to be mindful of causing serious or widespread offence in future.
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