Controversial bookmaker Tom Waterhouse has been slapped down by the Ad Standards Board for repeatedly using scantily clad women as “props” in his advertisements for his online betting service.
The regulator found the scion of the famous racing family had used female models in swimwear to make them look “doll-like” and “promote a playboy image” to project his betting services to a primarily male audience.
In doing so, the spots breached Ad Standards’ code of conduct that say commercials can’t use “sex appeal” in a manner that is “exploitative” or “degrading”.
It added that the ads – that first started appearing on Waterhouse’s social media channels back in January – depicted the women as “doll-like sexual objects to be used by men”.
Despite their provocative nature, the ads reportedly received just one complaint, the complainant describing them as the “most blatant piece of sexual objectification ever in an advert”.
As reported on The Daily Telegraph, it’s unclear what Waterhouse’s punishment will be save for the offending ads being banned.
A quick check of Waterhouse’s social media by B&T revealed that one particular ad, that featured Waterhouse on a flying-fox, that was singled out by the regulator appears to have been removed.
For his part, Waterhouse has not responded to the regulator’s claims. It’s also unclear who the agency was behind the spots.
In the ads, the 38-year-old Waterhouse, who’s married with two children, appears in a suit while surrounded by models mostly dressed in swimwear.
According to the Ad Standards findings the spots reduced women to objects or commodities.
“The panel considered that the women in the advertisement do not speak or have an active role, and considered that this dehumanised the women and depicted them as doll-like sexual objects to be used by men,” it found.
“The panel considered that the advertisement did employ sexual appeal in a manner which is exploitative of the women.
“The panel considered that the implication that the women are props, there to serve the man’s ego, lowered them in character and quality and was degrading of the women.”
A spokeswoman for Ad Standards commented on the case: “The advertiser risks damage to its reputation by being known as a company which has breached the codes and offended against community standards.
“The vast majority of advertisers support the advertising self-regulation system and amend or remove content found to breach the advertising codes.”
