This print advertisement published in Ireland meant for promoting Sprite Zero landed in intense controversy for using provocative wording. The advertisement included the wording ‘Frotteur: (fro-tur) – A person who engages in the sexual act of frottage. The act of rubbing against the body of another person, as in a crowd, to attain sexual gratification. Enjoy the trip!’ The advertisement attracted many complaints alleging that the advertising is offensive on the ground that they were made to feel uncomfortable on a crowded train thinking that the suggested activity could be taking place around them. The complaints also alleged that the advertisement could encourage someone to think it is normal to engage in such activities.
The second advertisement included the wording ‘You. Me. Now. Zero Foreplay’. Some complainants alleged that the advertising is offensive on the ground that they were made to feel uncomfortable explaining the word ‘foreplay’ to children. At the same time, it also claimed that the link with sex was ‘totally gratuitous and exploitative’. The advertisement was meant for promoting soft drinks and it was considered that the target audience was children and teenagers and on this ground this was not an appropriate promotion.
The advertisers had argued that the campaign in controversy was aimed at the 25-plus age group and that the themes and ideas of campaign were specifically developed with that audience in mind. However, they decided to withdraw the poster and ensure that it will not run again. They also apologized saying they regretted any offense caused to the public.
The advertising Standards Authority of Ireland upheld the complaints and they noted that the poster had used undesirable innuendo and subsequently the campaign was banned.
