An advert promoting a portable camera has been banned for suggesting it could be used to ‘film women without their consent.’
The paid-for Google ad for online retailer come_crafted featured a wireless mini camera alongside a mobile phone, which displayed an image of a woman sitting in a bedroom in underwear.
The Advertising Standards Authority upheld the claim that the ad was irresponsible and could cause serious offence.
The watchdog also said the retailer’s lack of response amounted to a breach of the Code of Advertising Practice.
The statement read: “The ASA noted that the presence of a mobile phone in the ad, directly above the camera and connected by a blue triangle, indicated that any footage taken on the camera could be uploaded to a person’s device. Therefore, the imagery of the woman, in her underwear and in a bedroom setting, implied she was being filmed using the camera.
“The camera itself was marketed as portable and compact and the image of the product between the thumb and forefinger demonstrated how small the item was. The impression from the ad was that the product could be placed anywhere and was inconspicuous.
“The ad, by highlighting how the camera was small, portable and discreet, implied it could take footage surreptitiously.
“The ad therefore was likely to be interpreted by consumers as promoting the product as a way to film secretly, including scenes of women, in private and intimate locations and potentially without their knowledge.”
eBay confirmed that the listing that the advert linked to had been taken down by them.
A mobile app game advert was also recently found to perpetuate harmful gender stereotypes by “objectifying and sexualising” young women and girls.
Oasis Games apologised for the now-banned advert, which depicted a series of anime-style characters in sexually suggestive poses and revealing clothing.