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A British media watchdog ordered U.S. Internet media company Yahoo to pull a UK TV advertisement off the air after it triggered complaints that it was offensive to homosexuals, the organization said on Monday.
The TV spot promoting Yahoo UK's personal finance site featured a naked man tethered to a tree after a stag night prank. In the ad's closing scene, a second man approached the naked man wearing a suggestive expression on his face.
The Independent Television Commission (ITC) made the uncommon decision to suspend broadcast of the ad after receiving 15 complaints from viewers who deemed it offensive to homosexuals, ITC spokesman Bradley Brady said.
"Our concern is the stereotypical portrayal of a minority group. The suggested looks and the expression of the man tied to the tree, we felt, were offensive to that group," Brady said.
A Yahoo spokesman in London said the company will abide by the ITC's decision. "We're not interested in shocking viewers," he said.
Trading off a squeaky-clean image, Yahoo has become one of the most popular Web portals in the UK over the years.
He said the ad had been pre-screened by a test group of viewers and the British Advertising Clearance Center before it was first aired.
The ad, developed by Euro RSCG Wnek Gosper in London, must remain off the air until the ITC finishes its investigation, a routine procedure that could result in the ad being permanently banned from the UK air waves.
The ITC has the authority to pull ads from the air that are deemed harmful to viewers, typically those that contain overtly sexual themes or nudity. Brady said the ITC typically suspends two to three ads per year.
The TV spot promoting Yahoo UK's personal finance site featured a naked man tethered to a tree after a stag night prank. In the ad's closing scene, a second man approached the naked man wearing a suggestive expression on his face.
The Independent Television Commission (ITC) made the uncommon decision to suspend broadcast of the ad after receiving 15 complaints from viewers who deemed it offensive to homosexuals, ITC spokesman Bradley Brady said.
"Our concern is the stereotypical portrayal of a minority group. The suggested looks and the expression of the man tied to the tree, we felt, were offensive to that group," Brady said.
A Yahoo spokesman in London said the company will abide by the ITC's decision. "We're not interested in shocking viewers," he said.
Trading off a squeaky-clean image, Yahoo has become one of the most popular Web portals in the UK over the years.
He said the ad had been pre-screened by a test group of viewers and the British Advertising Clearance Center before it was first aired.
The ad, developed by Euro RSCG Wnek Gosper in London, must remain off the air until the ITC finishes its investigation, a routine procedure that could result in the ad being permanently banned from the UK air waves.
The ITC has the authority to pull ads from the air that are deemed harmful to viewers, typically those that contain overtly sexual themes or nudity. Brady said the ITC typically suspends two to three ads per year.
