watchdog bans ads with the message "offensive", but retailer says it bothers "small minority" only

Amazon has caused outrage by defending the use of the word "slut" on a product image used by a trader in its website, with the argument that was presented in a "happy" was not likely to offend a particular group, such as women.

The Advertising Standards Authority has banned an advertisement on the Internet, which has appeared on Amazon.co.uk for a Christmas card, which featured the text: "You bitch, I'm sorry, I meant say "Merry Christmas" .. "

In its ruling, the ASA said the advert banned damages under the rules crime advertising code on the grounds that it was likely to cause serious or widespread offense.

In a communication to the Amazon ASA said that would not have been barred because "the map is not offensive, aggressive or lascivious in his message. Was designed as a bit of good humor, irreverent fun. "

Amazon said that the wording of the letter "does not target any particular group or likely to offend any race, religion, sex, sexual orientation, disability or age."

However, Nicola Mendelsohn, president of the advertising agency Karmarama and one of the older women in advertising in the UK, said he was surprised by the attitude of the Amazon.

"is one of the most vulgar, terrible words, and I am very surprised that Amazon does not think it is offensive to people, for women," he said. "Germaine Greer said he is one of the few remaining words in the English language with the real power to shock. "

Amazon said that a "small minority" may find the word offensive that the product should not be allowed to be made available to the "general public" to buy. "Humor can not be liked by everyone [but] the subjective values ??of a small minority who might find unpleasant should not dictate the availability of a product or method of advertising to the general public, "the company said in its submission to the ASA. Amazon also asked whether the ASA would vote on the map at all, because it was a product that is not an ad.

However, the ASA said consumer research has shown that the use of the word "also likely to offend should not be used at all in marketing communications, although the name of the relevant product. "


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