The ad watchdog has upheld a case against online betting company BetEzy, ruling its advertising was suggestive of paid sexual services.
The ad, which showed a woman suggestively pulling down her top accompanied by the text 'Get Laid', was promoting the company's new lay and mobile betting services. It appeared on a double-sided direct mail-out to its subscribers.
A mother who received the flyer told the Advertising Standards Bureau (ASB) she found it "offensive, disgusting and unnecessary" and argued the image had nothing to do with its services.
She said: "I don't believe a woman pulling down her top and asking such a question has anything to do with betting. As a female, I am offended ... and sick of sexuality being associated with everything.
"I have two children who I don't want exposed to such advertising. The play on words and the picture of the woman is disgusting and unnecessary."
BetEzy claimed that although the ad showed a woman in a seductive pose it did not reveal any nudity, and was not at risk of being seen by children as the recipient could have "simply disposed of the letter". It also claimed that its clients were all males over the age of 18, and its prose displayed common betting terms.
Despite acknowledging that there was no nudity, the ASB ruled that the combination of the pose and language used was degrading and suggested paid sexual services, and was a breach of Section 2.2 of the Code.
It said: "The sultry appearance on the woman's face in conjunction with the writing on her shirt and the money behind her was suggestive of 'paid sexual services'. Although the term 'lay betting' is a legitimate wagering strategy, when it is in association with the image of the woman it has strong sexual connotations.
"The board also noted that the image of a woman is not relevant in any way to the product other than in a sexually suggestive association with the reference to lay betting. The use of the sexualised pose of the woman, the wording that appears next to her and the vision of money behind her did amount to an image that uses sexual appear in a manner which degrading and exploitative."
BetEzy agreed to comply with the watchdog's ruling.
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