independent

Monday 21 April 2014

Video: Pamela Anderson's TV ad banned for being 'sexist and degrading'

A raunchy TV advert starring ex-Baywatch star Pamela Anderson has been banned for being ‘sexist and degrading’ to women.

The advert, for web hosting firm Dreamscape Networks, shows Anderson as a sexy office worker in a board meeting of men when her assistant pours cream into her coffee in a revealing shirt.

One of the men in the boardroom starts to fantasise about the incident, then Pamela Anderson and her assistant are seen dancing in bikinis covered in cream.

Dreamscape Networks, argued that the dream sequence was not "gratuitous or pornographic" but that is showed Anderson and her assistant as “attractive, dynamic and confident business people”.

The UK Advertising Standards Authority received four complaints that the ad was offensive because it was sexist and degrading to women.

However even thought the ASA understood that the ad was intended to be humorous and light-hearted, they said the female characters were portrayed sexually throughout the ad, not just during the fantasy sequence.

The ASA banned the ad, saying that it "considered the ad was likely to cause serious offence to some viewers on the basis that it was sexist and degrading to women".

But then again, you can decide for yourself.

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