Ice cream firm won't be frozen out over its pregnant nun ad
Published 15/09/2010 | 05:00
AN ice cream company banned from using an advert showing a pregnant nun has vowed to defy regulators by placing similar posters along the route of the Pope's London visit.
The UK's Advertising Standards Authority (ASA) announced yesterday it had banned the ad for the Antonio Federici brand for "making a mockery" of the beliefs of Roman Catholics.
The advert, which appeared in 'The Lady' and 'Grazia' magazines earlier this year, showed the pregnant nun standing in a church holding a tub of ice cream and a spoon, with text stating "Immaculately conceived" and "Ice cream is our religion".
Ten readers complained that the advert was offensive to Christians, particularly those who practised Catholicism.
A spokeswoman for Antonio Federici said: "We intend to defy the ASA's ban and will publish another advert from the series before the Pope's visit."
An ASA spokesman said: "ASA rulings must be followed and we are taking steps to ensure Antonio Federici do so."