London: A TV advertisement starring former 'Baywatch' star Pamela Anderson has been banned for being sexist and degrading to women.
The commercial, for web hosting firm Dreamscape Networks, had the
actress chairing a meeting of men. One of the men then fantasied about
Anderson and her assistant dancing together in bikinis, reported Daily
Mirror.
Dreamscape argued the ad portrayed Anderson and her assistant as "attractive, dynamic and confident business people."
The Advertising Standards Authority said it understood that the ad
was intended to be a humorous and light-hearted parody of a mundane
business meeting.
But it said the female characters were portrayed sexually
throughout the ad, not just during the fantasy sequence, noting that
their shirts were open to expose.
"Because of that, we considered the ad was likely to cause serious
offence to some viewers on the basis that it was sexist and degrading to
women," the ASA said.
It ruled that the ad must not be broadcast again in its current form.
A snapshot of the commercial.
A snapshot of the commercial.
Pamela Anderson
Cleavage show in the banned commercial.
Cleavage show in the banned commercial.
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