Cartoon-based sexually suggestive golf-themed shirts, advertised online and depicting tongue-in-cheek images of stick figures in sexual positions and, in some cases, male genitalia, recently came under the spotlight of the Advertising Regulatory Board (ARB), reports IoL.

This followed a complaint by a member of the public to the ARB regarding Swing Daddy’s humorous golf shirt designs, which include a few ‘naughty’ designs that appear on its website.

The complainant submitted that some of the items/accessories and clothing have penises, naked breasts, and explicit sexual innuendos printed on them, which the complainant deemed irresponsible.

Snyman Leaker Williams Attorneys, on behalf of the advertiser, submitted that its business is distinguished by the humorous use of puns and play on golfing superstitions.

According to the lawyers, not a single complaint has been received from any golf course about its clothing and golfing paraphernalia. Regarding the advertising content, the watchdog acknowledged that the examples provided by the complainant rely on innuendo and contain cartoon imagery of an explicit nature.

However, the ARB’s directorate also agreed that these images are not graphic and are stylised in a manner that lends itself to humour rather than pornography or adult content, as the complainant phrased it.

The ARB’s directorate said it is therefore satisfied that the average person visiting the media content is likely a golf enthusiast and subscribes to the same type of humour. 

The directorate said it is not convinced that the advertising is likely to cause serious offence in a manner that its code seeks to prevent. It subsequently found no wrongdoing on the part of the advertiser.

Full IoL report

ARB Ruling