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.'

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