A gentleman's club is relieved that the Advertising Standards Authority SA has dismissed complaints that
its billboards advertising a range of fragrances are sexist and objectify women.
Mavericks Revenue Bar, in Cape Town, has launched Alibis fragrances, which, according to its website, are particularly for gentlemen upon leaving the club .
Shane Harrison, owner of Mavericks, said the billboards depicting three women striking poses in different settings had prompted three separate sets of complaints against the club.
But the ASA dismissed all the complaints last week:
Whingers had claimed that the ads were of a sexist nature , objectify women and potentially harmful to children , and to undermine family values.
But Harrison said:
If a consumer sees 'masturbatory implications' when looking at a woman holding a wrench, it is a problem perhaps best addressed in chambers outside those of the ASA.
In November, the ASA found that the model in another advertisement of the series - dressed only in a bra, fishnets, red stilettos and a tie - unduly objectifies the woman .