An advert for spicy Pot Noodle has been banned by ASA watchdogs for being crass and degrading to women, after comparing the product to a scantily clad model.
The ‘Hot Off’ ad for Unilever’s Piri Piri Pot Noodle, which appeared on the product’s Facebook site, featured a woman posing in her underwear alongside the snack, with a caption asking: ‘Which one gets you hotter?’
After receiving 18 complaints about the ad and others used as part of an internet push for the product, the ASA ruled that although the intention was tongue-in-cheek, the comparison was “crass and degrading” and “likely to cause serious offence” to some visitors to the Pot Noodle Facebook page.
Unilever claimed the ads made use of the cheeky and humorous tone commonly used in Pot Noodle advertising.
Two other adverts that attracted complaints were cleared, although the watchdog said viewers might find them distasteful.
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