Advertising Watchdog Orders Removal of Artificial Grass Firm’s “Degrading” Billboard

The Advertising Standards Authority (ASA) has mandated the removal of a billboard advertisement by Great Grass, an artificial grass supplier, following a determination that the ad demeaned and objectified women. The specific Great Grass advertisement, located in Failsworth, Greater Manchester, was characterized by the ASA as “degrading” and offensive. The billboard displayed a woman dressed in flesh-coloured underwear, positioned with a potted plant obscuring her crotch. Accompanying this image was the headline “No trimming needed!” followed by a “wink” emoji. Great Grass, which had previously been instructed to remove a different advertisement two years prior, stated that only a single individual had lodged a complaint regarding the recent billboard, despite it being viewed by “hundreds of thousands” of people. The individual who complained asserted that the advertisement objectified and sexualised women, deeming it offensive, harmful, and irresponsible. Great Grass informed the ASA that its advertisement had been exhibited for several months and had garnered 47 positive comments. The ASA recognized that numerous individuals might perceive the advertisement as a light-hearted allusion to the low-maintenance characteristics of artificial grass. However, the authority stated its conclusion: “considered that the cropped image of a woman in underwear accompanied by text that alluded to pubic hair had the effect of demeaning and objectifying women by using their genitalia to draw attention to an unrelated product.” The ASA further added, “We considered that the emoji next to the text, which featured a winking face with its tongue out, added to the degrading and mocking tone.” Consequently, the ASA ruled the advertisement was “irresponsible,” “objectified women,” and was “likely to cause serious and widespread offence.” It mandated that the advertisement must not be displayed again. 75Media, the proprietors of the billboard site, affirmed that they regarded the ASA’s concerns “very seriously” and committed to removing the advertisement.