Yoplait had launched this contentious poster advertisement campaign in Ireland to strengthen its brand name. The advertisement titled, ‘Everybody’ had been subject of objections. The poster advertisement has featured a picture of the upper half of a nude woman, demonstrated from behind, with two pairs of hands other than her own on her body with a label ‘Everybody loves your body’. The complainant alleged that the advertisement was offensive as it was a very public depiction of sexual fondling.
Complainants had also alleged that the placement of the advertisements at bus stops and in particular at bus stops close to schools was impertinent. The Complaints Committee reached on conclusion that the positioning of the hands placed on the woman’s shoulder and body when linked to the wording ‘Everybody loves your body’ did not respect the dignity of women, and it was sexually suggestive. The ASA further ruled that the advertisement had no direct link with the product and could be considered to have been used only to attract attention, in infringement of the Code.
