Magnum forgoes further 4Play ads

On 3 October 2003 the ASA Directorate made a ruling in the above matter. The ruling related to complaints lodged by consumers against Ola radio commercials aired on various radio stations advertising Magnum 4Play ice-cream.

The Directorate found that the level of offence at that time was too low to indicate widespread, sectoral or serious offence and therefore dismissed the complaints. However, in dismissing the complaints on this basis, it undertook to monitor the level of complaints received in the future.

Due to the growing number of complaints, the Directorate reconsidered the merits of this matter.

The complaints

In essence, the complainants submitted that the commercials were being aired at inappropriate times and contained unnecessary sexual innuendos. They maintained that the commercials were embarrassing, disgusting, harmful, and offensive, and that they made a mockery of the private interaction between a man and a woman. Complaints were also raised that the commercials were unsuitable for young listeners and portrayed women as sex objects.

The response

Ola South Africa advised that the concept of the commercials stems from the fact that people eat Magnum ice cream in different ways. They decided to play on this individual eating ritual in a light hearted and humorous manner. The name 4Play stems from the fact that there are four limited edition variants in the range and that the commercials also take a playful look at the love affair that consumers have with Magnum. They considered the tone of the commercials to be discreet and sensual rather than sexually explicit, and the commercials take a lighthearted look at the common perception that men do not know or understand foreplay.

The company advised further that the commercials would not be flighted again on any radio station after 21 December 2003.

The ruling

At a meeting held on 22 December 2003 the ASA Directorate considered the relevant documentation submitted by the respective parties.

The Directorate noted Ola South Africa's undertaking not to flight the commercials again after 21 December 2003 and accepted this on the condition that the commercials in their current format are withdrawn with immediate effect within the prescribed deadlines.

For more recent ASA rulings visit their website at www.asasa.org.za.