The ad has already done its job by creating much greater public awareness of the Opium brand. By creating such a fuss, the public has played into the hands of the advertising industry. I do not find this ad offensive, but can understand why some people do. George Richards, UK I think the poster is GREAT!! I nearly crashed my car, but it's still brightened up my day! John Gavey, UK It's the only sensible decision the ASA has ever made. Can you imagine the same ad with a man lying naked on his back with his legs wide open? The answer is a resounding NO. Women are never going to gain respect in the boardroom as long as this "porn chic" is allowed on our billboards. It's got nothing to do with British prudishness - it's an issue of decency and self-respect.
The image is a very nice image because the bay may seem "cute" to the mainly women readers, and they may find this image warm and comforting. So, it would be an eye-catching image for readers who are just flicking the pages. The story that the product is suggesting is that it is simple and easy to learn how to use a computer and that it can improve your life by enabling you to e-mail and do lots of other things that readers of this magazine may find difficult or challenging.