This print advertisement meant for promoting Versace was banned in Italy for being offensive to the dignity of women. Control Committee had sought an intervention into the matter from the watchdog, Istituto dell’Autodisciplina Pubblicitaria. According to the complaints the message, Versace Crystal Noir has violated the article 10 CAP and it was strongly offensive to the dignity of women as the female figure is characterized as a mere object of male desire.
However, the advertisers reacted over the wrong interpretation of the image arguing that the woman wore a normal evening dress and was not revealing and the woman was not shown absent and she is looking towards viewers. They further contended that there was no constituent that suggests that the female figure is serving any ‘erotic function’.
The jury ruled that the advertisement has violated article 10 of the Code of Advertising Self-discipline and ordered its cessation. The jury in its decision noted that it has offended the ethical convictions of citizens and, at the same time, it degraded the dignity of the woman, as she is represented merely as an object of male desire.
