(LONDON) — A raunchy TV ad featuring ex-Baywatch star Pamela Anderson has been banned in Britain for being sexist and degrading to women, according to The Guardian.
The ad, for the web hosting service CrazyDomains.co.uk, features Anderson as a company boss in a boardroom full of men. In a dream sequence, one of the men fantasizes about Anderson and her assistant Vanessa dancing in bikinis while covered in cream. When the man snaps out of his fantasy, he ogles Vanessa’s ample cleavage as she pours him coffee.
The U.K.’s Advertising Standards Authority, an independent media watchdog, claims Anderson and her assistant were portrayed “sexually throughout the ad.” The authority noted that the fantasy scene was sexually suggestive and gave the impression the man “viewed his female colleagues as sexual objects to be lusted after.”
The ASA banned the spot, saying that it “considered the ad was likely to cause serious offense to some viewers on the basis that it was sexist and degrading to women.”
Dreamscape Network, the parent company of Crazy Domains, contends the dream sequence was not “gratuitous or pornographic.”
The company says Anderson was deliberately dressed as “the head of business” and the duo were positioned as “attractive, dynamic and confident business people.” It also contends the lead male character was portrayed as “nerdy and lacking in confidence,” so the campaign was “anything but degrading to women.”
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