Advertising watchdogs have ordered the removal of ‘pornographic’ billboards for an energy drink called ‘Pussy’ after protests from angry families.
Over 160 people have complained to the Advertising Standards Authority about the nationwide ad campaign by Pussy Drinks.
Protesters said one of the taglines – “The drink’s pure, it’s your mind that’s the problem” – was completely inappropriate for public display where children might see it.
The ASA has now ordered posters to be taken down from residential areas where families live.
Disgusted Susan Oliver, 47, who objected to the posters near her home in Croydon, South London, said their sexual reference was “blatant”.
She said: “They are attacking women, there’s no doubt about it.
“I can’t even say that word. It’s such a blatant reference to female genitalia.
“Really, this sort of drink should have to be sold in a porn shop.”
She added: “I know the company think it’s a big joke, but advertisers should be more responsible, especially with women in the world on the receiving end of so much pain and suffering.”
Pussy Drinks issued a tongue-in-cheek response to the complaints – pointing out that ancient Egyptians worshipped cats.
They also quoted the Oxford English Dictionary definition of pussy as: “A cat, particularly a kitten.”
The company said cats possessed all the appropriate symbolism for its product and that Pussy Drinks was cool, beautiful, feline and natural, with attitude.
And they added that the complaints were “ironic, given that the posters clearly stated that the drink was pure and it was the mind of the viewer that was the problem”.
ASA bosses admitted that the ads did not directly link the word “pussy” with women and so could not be considered derogatory to women.
But a spokesperson said: “Because the ad made express reference to the dual meaning of the word ‘pussy’, it would be understood to be intended as a sexually explicit reference which, in the context in which it appeared was likely to cause serious and widespread offence.
“We considered that because the ad made express reference to the dual meaning of the word ‘pussy’, it would be understood by some older children to be intended as an offensive or sexually explicit reference, and concluded that the ad was unsuitable to appear where it could be seen by children.”
Complaints have also been made about Pussy Drink’s website which says the company’s aim is “Global Pussyfication” and “to bring Pussy within everyone’s reach”.
Pussy Drinks refused to comment on the ASA’s ruling.
