Cherryflava

FHM ASA ruling

Posted on 27. Feb, 2004 by Cassandra in Advertising

Don’t think that breast related scandals are restricted to Janet Jackson and the petty American television viewers. South Africa has it’s own shocking tale of exposed nipples.

Lauren Das Neves lodged a complaint against the cover of the November 2003 issue of FHM magazine with the South African Advertising Standards Authority. The cover of the magazine features two girls posing in underwear and embracing each other. On the left hand side of the cover the wording “BLONDES VS BRUNETTES!” appears.
Ms Das Neves complained that a nipple is visible on the woman on the right. The complainant submits that this magazine is sold in family stores. The complainant is therefore of the view that the cover of the magazine should not be displayed for children to see, as it sells sex and shows nudity. (What horror)

The response from FHM:

The allegation that the nipple of the girl on the right is visible is incorrect. The complainant has mistaken a shadow and a scar (details of which are clear in confidential annexures submitted to the ASA).

The original image compared with the image ultimately published clearly shows where the nipple of the featured model is in relation to her arm position.

It is clear that the rough skin that could perhaps at the extreme be mistaken for a nipple is in fact scar tissue. The nipple of the girl on the right is completely covered.

Even on close scrutiny of the cover there is no objective evidence that a nipple is showing on the girl on the right.

The respondent never has and does not intend publishing an image that exposes a nipple on the cover of its magazine. The respondent is sensitive to the fact that its magazines are on sale in areas that are frequented by minors and is fully aware of what is acceptable on the news-stand as well as of its social duty as responsible publishers.

The image portrayed on the cover is well within the bounds of decency.

In the end….the complaint was dismissed. And FHM lives happily ever after.