The Advertising Regulatory Board has ordered adult-entertainment chain Teazers to take down a controversial billboard in Rivonia, Johannesburg, ruling that the campaign was concerning and promoted objectifying.

News24 reports that the decision came after a consumer complained that the billboard, featuring a seated man in a suit surrounded by women, with the tagline ‘The CEO’s second boardroom’, was ‘offensive, highly suggestive, giving the wrong message about CEOs, promoting infidelity, giving the message that this is how CEOs behave’.

Teazers defended the advertisement, arguing it featured no nudity or exploitative imagery and was designed to convey ‘sophistication, confidence, and an aspirational lifestyle’.

The company maintained that any interpretation promoting infidelity was subjective and failed to meet objective standards.

Teazers emphasised it operated legally in SA and advertising for its services cannot be deemed offensive solely for being suggestive, as this is inherent to the nature of the business. 

The ad regulator agreed it did not consider the billboard ‘suggestive’ because adult entertainment was inherently suggestive (which wasn’t automatically offensive), and they wouldn’t consider claims it promotes infidelity because there’s no evidence the man depicted is married.

In addition, advertising legal adult entertainment doesn’t necessarily encourage cheating.

However, it did rule the imagery and messaging implied objectification of women, depicting them as benefits or props of wealth or power.

Full News24 report

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