Music
Lady GaGa 'Born This Way' album advert not "overtly sexual"
Published Wednesday, Jan 25 2012, 13:18 GMT | By Lewis Corner | 9 comments
Lady GaGa's television promotional spot for her latest album has been cleared after receiving complaints.
A lone viewer complained that the advert for the star's Born This Way album was too provocative due to a clip of GaGa rubbing her bare stomach in the 'Judas' music video.
However, the Advertising Standards Authority (ASA) has ruled that the spot was not "overtly sexual" and that the stomach rubbing was "simply a part of the dance routine".
Universal Music argued that the commercial only featured videos that would have been aired on music channels all throughout the day and that they had specifically targeted it at programming that appeals to 16- to 44-year-old women.
The advert was checked by Clearcast who maintained that Lady GaGa was infamous for her "inventive and provocative" style, and that viewers would expect her to be adorned in outlandish costumes.
The ASA did not uphold the complaint and concluded: "The ASA understood that the ad consisted of clips from Lady GaGa promotional videos and noted that although the images featured the singer's trademark outrageous costumes and performance style the majority of the clips were not overtly sexual.
"Because the ad had been carefully scheduled, reducing the likelihood of children seeing it, we concluded that the scheduling had not breached the code."
> Lady GaGa to launch anti-bullying Born This Way Foundation
> Lady GaGa compares herself to Def Leppard: 'I'm avant-garde techno rock'
Watch the music video for Lady GaGa's 'Judas' below:
A lone viewer complained that the advert for the star's Born This Way album was too provocative due to a clip of GaGa rubbing her bare stomach in the 'Judas' music video.
However, the Advertising Standards Authority (ASA) has ruled that the spot was not "overtly sexual" and that the stomach rubbing was "simply a part of the dance routine".
Universal Music argued that the commercial only featured videos that would have been aired on music channels all throughout the day and that they had specifically targeted it at programming that appeals to 16- to 44-year-old women.
The advert was checked by Clearcast who maintained that Lady GaGa was infamous for her "inventive and provocative" style, and that viewers would expect her to be adorned in outlandish costumes.
The ASA did not uphold the complaint and concluded: "The ASA understood that the ad consisted of clips from Lady GaGa promotional videos and noted that although the images featured the singer's trademark outrageous costumes and performance style the majority of the clips were not overtly sexual.
"Because the ad had been carefully scheduled, reducing the likelihood of children seeing it, we concluded that the scheduling had not breached the code."
> Lady GaGa to launch anti-bullying Born This Way Foundation
> Lady GaGa compares herself to Def Leppard: 'I'm avant-garde techno rock'
Watch the music video for Lady GaGa's 'Judas' below:
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