Contemporary menswear label, Daniel Christian, has been censured by the UK's Advertising Standards Authority (ASA) for using a picture of an old woman to promote its latest Autumn/Winter collection campaign.

The 'free bag' campaign invited the target consumer audience, via
counter-top point-of-sale material and leaflet hand-outs, to choose between the depicted gnarled woman and the actual free nylon duffle bag. The legend pointed at the latter saying 'this one unless you¹re really weird.'

The target audience is males aged between 16 and 25. The way the message was depicted was intended to appeal to those with a Œquirky¹ sense of humour and encourage high recall of the offer.

Following a complaint to the ASA, the Executive recommended that the
complaint should not be upheld as the promotion was only intended to be light-hearted and funny.

However, the ASA Council ruled that 'the portrayal of the elderly in that way was unacceptable.'

For more information about the Daniel Christian visit the company website at www.danielchristian.co.uk.