Playboy billboard OK, says authority

Johannesburg
– Playboy South Africa may erect
a billboard of a half-naked model in a neighbourhood because it does not differ from what people see on the
beach and in magazines.

The Advertising Standards
Authority (ASA) has come to this conclusion
after complaints were received that a billboard solicits promiscuous
behaviour and was erected in a neighbourhood where children are exposed
to it.

Model Tracy McGregor appears on the billboard in black lace lingerie with the words
“Playboy Playmate Parties” next to it. One of the billboards was erected next to Barry Hertzog Avenue
in Johannesburg.

The ASA is not making a ruling on the acceptability
of this magazine, but only regulates the
ad content,
the body said in its ruling.‘Too cautious’
The ASA found that McGregor is not depicted in an explicit way and therefore no reasonable person
will deduce from the advertisement that she is portrayed as inferior or seen
as an object.

Because she is not depicted explicitly
and sexually, the advertisement
will also not be harmful to children. According to the finding, children will
not find the advertisement any more
surprising than the photos of
lingerie models in
magazines or people on the beach.

Charl du Plessis, editor of Playboy South Africa,
thinks a “rubicon for liberal thinkers
was crossed with
this decision”.

“South Africans are in many ways still too
hypocritical. That which was on
the billboard, is something that everyone thinks and speaks about.
People are still too cautious because of what others might think.”The billboard has since been removed.The photo of Tracy McGregor on the billboard: