ASA cracks down on Chanel

UK advertising watchdog Advertising Standards Authority (ASA) has cracked down on French beauty brand Chanel for airing an “overtly sexual” television ad for its Coco Mademoiselle fragrance.

A complainant challenged whether the ad, which aired during the animated film Ice Age 2, was suitable to be broadcast during a movie that was likely to appeal to children.

Chanel responded by saying that its founder, Coco Chanel, was known for being a strong, independent woman and the character in the ad was intended to reflect her spirit and embody the fragrance itself. The company added that it believed the ad was not unsuitable for children and in line with viewers’ expectations of perfume advertising.

Despite this, the ASA upheld the complaint on the grounds that the ad presented “sexually suggestive content” and was therefore inappropriately scheduled. Chanel has been ordered not to broadcast the ad again in its current form in or around programmes of appeal to children.