Online dating adverts offering the chance to meet 'lonely' Ukrainian women banned for causing serious offence
The National and Newsquest Media Group, trading as Dorset Echo, said the ads were "ostensibly conventional dating ads, although potentially clumsily sexist in their portrayal of women from a male perspective".
They argued the ads did not refer to the war in Ukraine, were not partisan, and were also not unsympathetic towards Ukrainian women or the Ukrainian people in general. However, they said that on reflection they could be inconsistent with their policy of refusing ads for prostitution and trafficking, and confirmed they had since been removed.
Upholding the complaints, the ASA said the women depicted in the ads were shown in a way that was, at least partly, designed to titillate readers, with the models dressed in low-cut and body-hugging clothing. The watchdog said: "We considered the ads' focus on Ukrainian women dressed in the aforementioned manner, as well references to their loneliness, had the effect of highlighting their vulnerability and connecting it to their sexual appeal.
Belgique Dernières Nouvelles, Belgique Actualités
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