Watchdog clears Lady Gaga TV ad
Published 25/01/2012 | 02:08
An advertisement featuring Lady Gaga clad in suspenders and a body harness while rubbing her bare stomach is not "overtly sexual", the advertising watchdog has ruled.
A viewer challenged whether the television advert, which promoted the singer's CD, was suitable to be broadcast when children might be watching.
The commercial featured various clips from her music videos, which could be seen on music channels at all times of the day, Universal Music argued.
The company also said it had specifically scheduled the ad to be broadcast during programmes aimed at their target audience of 16 to 44-year-old women.
It added the advert had been checked by Clearcast, which vets advertisements to ensure they meet required standards, said the Advertising Standards Authority (ASA).
Clearcast said Lady Gaga was renowned for her "inventive and provocative" style and they believed that viewers would expect her to wear outlandish and eccentric costumes, the ASA said.
It argued the singer touching her stomach was "simply a part of the dance routine" and did not warrant a timing restriction.
The ASA rejected the viewer's complaint and said: "The ASA understood that the ad consisted of clips from Lady Gaga promotional videos and noted that although the images featured the singer's trademark outrageous costumes and performance style the majority of the clips were not overtly sexual.
"Because the ad had been carefully scheduled, reducing the likelihood of children seeing it, we concluded that the scheduling had not breached the code."