Hasta la vista, baby.

Following a complaint, the Advertising Standards Authority (ASA) has ruled that two controversial Mavericks billboard ads erected in Cape Town to promote the club’s new fragrance, Alibis, must be withdrawn.

Said the ASA:

It becomes clear that it is not the depiction of a woman’s body per se that is problematic. What is of relevance is the reason for the depiction.

In it’s ruling, the ASA made a clear distinction between grievances against the adult entertainment industry, and the actual content of the adverts, which show a scantily clad woman, beneath slogans suggesting alibis disguising actual whereabouts, such as “I was working late”, or “My car broke down”.

The ASA ruled that a woman’s body was being used to tantalise the club’s male customers into buying a new product, by presenting the fragrance as an extension of its services. They also called the placement of the boards into question, one being situated facing a childrens’ park.

Capetonians took it upon themselves to deal with the boards last month.

2oceansVibe has been covering the controversy surrounding the two billboards for some time now, including irate Capetonians reactions to them. While Mavericks offered to clothe the models, if they could keep the billboards up, the ASA rejected this also.

Your move, Mavericks.

[Source: TimesLIVE]