SLK reprimands tobacco advertising as sexist

The advertisement in question shows four women of different skin and hair color types, dressed in bikinis of different colors, standing in a semicircle in the water of a swimming pool (Werbewoche.ch reported). Among them were the claim "Variety gives pleasure" and various packages of tobacco products in the corresponding colors of the swimwear. The second chamber of the SLK was of the opinion that because of this claim, the average consumer does not establish a natural, but an unmistakably sexual connection between the models and the advertised products.

As even the respondent has confirmed, the depiction of women only serves the purpose of attracting attention from the male target group. "This subject is therefore sexist advertising within the meaning of Principle No. 3.11," writes the SLK in its statement of reasons. "An advertising exaggeration is not recognizable." It approved the complaint and recommended that the respondent refrain from using this advertising motif in the future.

Certainly, there are women today who like to smoke a cigar. But hardly ever in a swimming pool dressed only in a bikini. If this picture is also entitled with the claim "Variety is fun", it fulfills all the criteria of unfair, sexist advertising, said the SLK about the objectionable advertising.

According to findings of the news agency SDA, the criticized company is Villiger Söhne. The name of the complainant is not disclosed by SLK.