ASA clears Durex 'pleasure gel' ad

A TV commercial for a Durex "pleasure gel" featuring women apparently having orgasms has escaped a ban from the advertising watchdog, despite being aired by Channel 4 before 11pm. The ad, for Durex's Play O gel, featured head shots of a number of women singing along to an opera aria while apparently experiencing sexual pleasure. The ad was cleared by Clearcast, the body responsible for clearing TV ads at script stage, to be run after 11pm. However, Channel 4 aired the ad twice after 10pm, during Gordon Ramsay's The F Word and a Derren Brown show, in a "measured decision" to schedule the commercial earlier than recommended by Clearcast. The broadcaster said viewers would not be offended as The F Word, for example, is of an adult nature and contains strong language and sexual innuendo. In its ruling clearing the commercial, the Advertising Standards Authority said it was not overly graphic and did not contain explicit material. The ASA added that the shows Channel 4 aired the ads around were unlikely to have many young children watching. "Although the ad was broadcast by Channel 4 earlier than Clearcast's scheduling advice, in consideration of the child audience index figures for the ad breaks and surrounding programmes, we considered that it had been scheduled appropriately and was unlikely to cause offence to viewers," the regulator concluded. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".