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Ad not racist

Written by Michael Coyle on 21 June 2011

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Naomi ad not racist.

The ASA today threw out a complaint accusing Cadbury of racism for comparing Naomi Campbell to a bar of chocolate. This decision follows an assessment by the council of the Advertising Standards Authority on whether to launch an investigation to see if the press campaign is in breach of the advertising code relating to racism.

The ad's strap line read "move over Naomi, there's a new diva in town".

This provoked outrage from both Naomi and her mother who said it was "deeply upset by this racist advert". Although Cadbury finally withdrew the advert it initially defended it by saying it was "tongue in cheek" and was a play on her well known tantrums. The pressure group Operation Black Vote branded the ad an "insult" to black women. Rather surprisingly the ASA dismissed the complaint stating that the ad was "likely to be understood to refer to Naomi Campbell's reputation for 'diva-style' behavior rather than her race".

We conducted a 'hands up' poll here at Lawdit and concluded the ad was racist.

If you're interested in Regulatory Compliance and would like to find out more, please call Michael Coyle on 0800 0862 0157 or email michael.coyle@lawdit.co.uk for a free no obligation chat.

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