Watchdog upholds complaint over 'provocative and exploitative' advert
A billboard advert described as 'demeaning' to women has been ruled offensive by the country's advertising watchdog.
The Advertising Standards Authority of Ireland (ASAI) upheld a number of complaints over a men's clothing advert which featured a scantily-clad woman in underwear and suspenders.
The company 6th Sense Global Design featured the ad in outdoor advertising around Dublin and also in the match day programme for this year's All-Ireland semi-finals at Croke Park.
The advert sparked complaints from GAA fans and city councillors in Dublin.
The ASAI's complaints committee told the advertiser it was guilty of gender stereotyping and of exploitation or demeaning of women.
"They considered that the images in question had been used merely to attract attention and were provocative and exploitative," it said in its ruling.
The clothing company said "it had never been their intention to offend anybody with their advertising campaign".
The GAA said it had dropped the ad and replaced it for its All-Ireland final programme.
All complainants considered the advertising to be sexist and demeaning to women, said the ASAI. Some considered it inappropriate for children's viewing.
Cllr Ciaran Cuffe, who was among those who complained, welcomed the ruling.