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ASA rules sex assault no laughing matter

Double entendres have backfired on AK Australasia, a company advertising non-alcoholic beverages with the slogan “If she’s had too many, give her one”.

Double entendres have backfired on AK Australasia, a company advertising non-alcoholic beverages with the slogan “If she’s had too many, give her one”.

A poster for the Alcohol BG Killer drink featured the bold headline alongside an image of a woman (apparently dressed in lingerie) sitting close to a man, with the words “Maintain your performance and keep the happy mood alive” in a smaller font.

This led a punter to write to the Advertising Standards Authority, which agreed that date rape is not a joking matter and upheld the complaint.

The complainant said the ad implied the product would allow a man to have sex even if he has been drinking heavily and energise a drunk woman enough to allow a man to have sex with her.

And the board ruled likewise, deeming the poster suggestive in nature with a possible interpretation in line with sexual assault, thus showing a disregard to safety.

AK Australasia said the ad was intended to deliver a socially responsible message – to keep hydrated between drinks – and there was "no possibility of misleading regarding sex interpretation or implication”.

The board saw the ad as condoning excessive drinking as an acceptable practice, however, and said that being in poster form it had wide exposure to society meaning it would be likely to cause serious and widespread offence.