Diesel poster campaign banned by ASA

Fashion label Diesel’s latest poster campaign has been banned, being labelled ’offensive’ and encouraging of anti-social behaviour.

One of the adverts for the clothing chain, showed a young woman climbing a ladder and lifting her top to flash at a security camera. In the other, the model was seen to be taking a photograph down the front of her bikini bottoms, while a lion is prowling in the background.

Both posters use large format printing to carry the cryptic caption ‘Smart May Have The Brains, But Stupid Has The Balls. Be Stupid, Diesel.’

The Advertising Standards Authority (ASA) said they had already received 33 complaints about the ads and that the posters were likely to cause ’serious offence’ to adults.

The two adverts, from the same campaign, have already featured in Grazia and Dazed and Confused magazine. They escaped the ban due to the fact they were unlikely to be seen by children and because both publications included material covering sexual themes.

The Italian fashion brand defended their campaign and were cited in The Telegraph as saying the posters ‘portrayed a very strong and unexpected image of femininity’. They added that the image with the security camera ‘tackled society’s preoccupation with 24/7 camera surveillance.’

However, the watchdog disagreed, stating the images were unsuitable to appear as posters because they could lead to copycat behaviour and breach rules covering responsible advertising and decency.

The ASA told The Daily Mail: “We considered that the image portrayed socially challenging actions that might be attractive to younger consumers who would be interested in the youthful and edgy fashion range and might encourage behaviour that was anti-social or irresponsible.”

The ruling by the ASA means the adverts are banned from appearing in poster form again.