Watchdog bans Health Lottery ad

The Health Lottery

The Health Lottery has been found guilty of irresponsible advertising with promises of financial security in order to boost sales.

The Advertising Standards Authority (ASA) upheld a complaint made by the Gambling Reform & Society Perception Group (GRASP) that it was wrong to promote a lottery on the basis it was a way to clear debts.%VIRTUAL-SkimlinksPromo%

The issue surrounds a national press ad for The Health Lottery with the headline: "Mortgage? What mortgage?," followed by: "Now two chances to win £100K* ..."

GRASP challenged whether the ad was irresponsible because as it implied that participating in a lottery was a solution to financial concerns or a way to achieve financial security.

ASA upheld the complaint and banned the advert from appearing again.

The Health Lottery Ltd defended the ad by saying it was part of a series based on what you could do with lottery winnings. Others suggested people might buy a villa, take family and friends on holiday or pay for grandchildren to go through university.

The organisation also argued that the top prize of £100,000 was "too low to imply financial security."

Breach of code
ASA ruled that this form of advertising breaches the industry code, which states: 'Marketing communications must not suggest that participating in a lottery can be a solution to financial concerns ... or a way to achieve financial security.'

ASA said: "We considered that because the ad suggested that someone who had won the lottery could pay off their debts, the implication was that participation in the lottery was a way of solving financial concerns or achieving financial security."

Advertising's most sexist ads
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Watchdog bans Health Lottery ad

"A woman is only a woman but a good cigar is a smoke". Only a woman? Feminists would take issue at the "only" adverb, and the idea that any human being of either gender is inferior to a cancer-inducing product from Benson & Hedges.

Don't blame the ad men completely. That ad tag line is actually the evil work of one Rudyard Kipling. From a poem he penned called "The Bethrothed".

Now this is a creepy ad: "I have created a playground for men's hands." Armando Ghedini created wigs "for other men who adore women". This wig was also wash'n'wear. Nice.

The thoughtful signor Ghedini had also designed a wig to be combed in any direction, "for men to tousle". Men, he said, become "inspired" by women who wore it and women, Ghedini added, were grateful.

VW advertising has often been self-deprecating and clever. In 1960s America their ads were phenomenally successful, persuading thousands of Americans to ditch large thirsty home-made offerings for the company's cramped, noisy but economical Beetle.

Their ads flattered the intelligence of the American middle class. But this ad depicing a bashed-up VW bug? "Sooner or later your wife will drive home one of the best reasons for owning a Volkswagen". Not their female customers, clearly. What were they thinking?

Similarly, Easyjet also thought that a pair of ample breasts would be enough to help ticket sales. This ad dates back to 2003 when George Bush, Dick Cheney and Tony Blair were getting very animated about those hard-to-find weapons of mass destruction.

This particular ad garnered around 200 complaints to the Advertising Council and also escaped any ticking off. And plenty of publicity of course. It all worked out beautifully for Easyjet. Tits away, Stelios.

Car manufacturers and cigarette companies are regular sexist offenders. Here Italian typewriter maker Olivetti peddles the idea that young women are passive, servants ready to transcribe boardroom minutes at a moment's notice.

Where are Olivetti now in the global brand firmament?. Join the Olivetti girls. At ease, ladies, please.

Melon distributor F.H.Hogue of California thought his melons were pretty buxom and wanted to spread the word. Ho-ho, Mr Hogue.

There are plenty more examples and we'll be looking at more anther time. In the meantime let's leave with a woman knowing exactly where she should be (in the home, honey).

Here is a 1970s shoe ad from a brand called Weyenberg. You may find it hard to track down a Weyenberg shoe today however.

However, not all car makers followed such a well-worn patronising path. Back in the 1970s Honda in the US reversed the idea that women always needed cars with simple, easy-to-drive automatic gearboxes.

Despite offering both a manual and auto gearbox, neither was "a women's car" Honda stated firmly. Note the jaunty hat and jeans. A stab at selling to the US lesbian community? Or an independent straight girl fed up with stereotypes. Good for Honda.


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