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The men's deodorant television advertisement showed a chain of events caused by the "Lynx effect" which appeared to make males irresistible to the opposite sex.
The Complainant said the advertisement "was totally offensive and pornographic by any standards." Another Complainant said it was inappropriate to be "shown on a big screen in the foyer of Village 7 theatre in Hamilton" at 11.30am on a Saturday morning.
Code of Ethics, Rules 4 and 5.
The advertisement had been shown on TV3 at approximately 10.50pm, restricting it to a targeted adult audience, and in the Chairman's view the same principle applied to screening in the movie theatre premises. Also, in his view the series of humorous hyperbolic scenarios promoted the product in a manner which would not be likely to cause either serious or widespread offence, particularly to the intended consumer.
Chairman's Ruling: Complaint Not Accepted