Wednesday, September 15, 2010

UK bans pregnant nun ice cream ad

Britain's advertising watchdog has censured an Italian ice cream manufacturer over an advertisement depicting a heavily pregnant nun that appeared ahead of a papal visit to the UK.

The ad featuring the strapline "immaculately conceived" over an image of the expectant sister spooning from a tub of Antonio Federici ice cream was "likely to cause widespread offense," the Advertising Standards Authority ruled.

The ASA said the publishers of Lady magazine, which carried the ad, had received several complaints from readers.

The watchdog rejected the manufacturer's claims that it was "using gentle humor" to convey the message that "ice cream is our religion."

"We considered the use of a nun pregnant through immaculate conception was likely to be seen as a distortion and mockery of the beliefs of Roman Catholics," the ASA ruling said.

"We concluded that to use such an image in a light hearted way to advertise ice cream was likely to cause serious offence to readers, particularly those who practised the Roman Catholic faith." READ MORE
Banned Nun Ad To Be Shown On Pope's Route

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