Feminism – 0, British Advertising Standards Agency – 1

So, I sent emails of complaint about that Virgin Atlantic ad to both the Advertising Standards Agency, and Virgin themselves. Virgin have yet to comment, but here’s the reply I received today from ASA:

Dear Ms Scott

YOUR COMPLAINT ABOUT VIRGIN ATLANTIC AIRWAYS

Thank you for contacting the Advertising Standards Authority.

I should say from the outset that the ASA Council has considered this ad and the point you raise but didn’t think there were sufficient grounds for us to intervene. 

Our Code says that ads should contain nothing that is likely to cause serious or widespread offence.  The ASA bases its judgments on the content of the ad and the medium, audience, product type and prevailing standards in society.

Complaints about offence often require difficult judgements but we don’t intervene where advertising is simply criticised for being in poor taste.  Apart from freedom of speech considerations, even well-intentioned and thoughtful people will have different and sometimes contradictory opinions about what constitutes ‘bad taste’ or should be prohibited.  We can only act if the ad, in our judgement, offends against widely accepted moral, social or cultural standards. 

The ASA Council considered that most viewers would understand the ad presented an exaggerated stereotypical view of the 1980s and played on perceive attitudes of that time in a humorous way. Although some viewers may find the representation of women in the ad distasteful, Council considered it was unlikely to be seen as sexist towards either men or women or as reinforcing stereotypes.  It therefore considered that the ad was unlikely to be seen as sexist or derogatory towards women or to cause serious or widespread offence.

I realise this decision will disappoint you but we’ve passed your comments to the advertiser (without revealing your identity) so they’re aware of your views.  And we’ll continue to monitor the response to this campaign.

Our website, www.asa.org.uk , contains information about the ASA and the work we do, including the results of investigations into other complaints, many of which have been upheld.

Yours sincerely

James Duckworth

Complaints Executive

jamesd@asa.org.uk

I’ve included Mr Duckworth’s email address because I’d like to give anyone who disagrees with him the chance to tell him exactly what they think of the assertion that the ad is ‘unlikely to be seen as derogatory or sexist towards women ‘ and is in no way ‘reinforcing stereotypes ‘.

Could rant forever about this kind of moral relativism that allows ads like this to go unquestioned under the guise that ‘it’s ironic, innit?’ (yes, of course, it’s funny to see 1980s sexism because of course we’ve eradicated all sexism and objectification here in 2009! Jesus.), but I’m opening the floor to y’all instead in the hope that you’ll make ASA sit up and take notice. Ladies, show me what you can do.