In its latest round of rulings, The UK Advertising Standards Authority (ASA) has welcomed the instruction ProgressPlay sent to its brand operator regarding how they must not use a derogatory tweet again in their future advertising.
The tweet, that originated from one of ProgressPlay’s licensees that operates the brand Fruity King Casino, referred to an image of female presenters in their swimwear from a daytime television show and the text, “You can put lipstick on a pig, but it’s still a pig. #LooseWomen18.”
In response, ProgressPlay stated that all concerns relating to advertising had been taken very seriously, including from those which might deem the tweet as being derogatory towards women.
Adding to that the licensee was approached by the brand operator in order to understand the reason for publishing the tweet, the logic behind it, its context and any other information which could shed light on the matter. Furthermore, the brand operator was told to immediately remove the tweet and not to use it again in future because of the very nature of the complaint that had been made.
In defence the brand operator claimed it believed that the tweet was by no means derogatory towards women. Adding that the image along with text “You can put lipstick on a pig, but it’s still a pig” was not derogatory towards women and that the link to them was meant to refer to the TV show, in which the women in the photo appeared in, as a low quality programme. Therefore, the text referred to the show and not to the women themselves.
Twitter also stated its advertising policies prohibited promoted tweets which were low-quality, offensive or hateful and we confirmed that a tweet of this nature would infringe its advertising policies.