Genus Pharmaceuticals breached Clause 9.2 over “sexual/titillating” Cetraben ad imagery (AUTH/2503/5/12)

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Key facts

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Case number	AUTH/2503/5/12
Parties	General Practitioner v Genus Pharmaceuticals
Product	Cetraben (white soft paraffin, light liquid paraffin)
Material	Advertisement in GP, 25 April 2012 (ref CET04121348B)
Issue	Alleged offensive/degrading sexual and titillating imagery
Key creative elements	Skirt lifted by wind revealing underwear; headline about “Confidence… *However that might be”
Complaint received	03 May 2012
Case completed	02 July 2012
Applicable Code year	2012
Breach clauses	Clause 9.2
Appeal	No appeal
Sanctions	Undertaking received

Reviewed by Dr Anzal Qurbain (FFPM) — ABPI Final Signatory

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A general practitioner complained about a Genus Pharmaceuticals advertisement for Cetraben (white soft paraffin, light liquid paraffin) published in GP on 25 April 2012 (ref CET04121348B).
The ad showed the back view of a young woman walking down a city street; wind appeared to lift her short skirt, revealing red-and-white polka dot underwear; she looked over her shoulder and appeared to gasp.
Headline: “Confidence to live life their way*” with “*However that might be”.
The GP alleged the ad was offensive and degrading due to its sexual and titillating picture.
Genus argued the campaign aimed to reflect eczema’s impact on self-esteem and confidence, and that the image was a light-hearted depiction of regained confidence (e.g., confidence to wear a skirt).
The Panel considered that “confidence” could have been portrayed without exposing underwear and found the exposure was suggestive and used to attract attention.

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Breach found: the material was ruled likely to cause offence and did not recognise the special nature of medicines and the professional standing of the audience.
No appeal.
Sanctions applied: Undertaking received.

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