Advert for 'nude photo scanner app' banned after being shown during Hollyoaks

The app's developer, Jamster, has been forced to remove the advert from broadcasting after a number of complaints

A TV advert for a smartphone app that showed nude images of a woman has been banned after viewers complained when it was shown during a prime-time show.

The app, Nude Scanner 3D, is designed as a prank app so that friends can "think you can see what any of them look like without clothes on", according to the voiceover on the advert.

To demonstrate how it works, images of a naked woman – with only her breasts and crotch areas pixelated – are shown on the advert, which appeared during an ad-break of popular soap Hollyoaks on Channel 4, which screens at 6.30pm.

However, the company that designed the app, Jesta – which also trades as Jamster – were forced to remove the advert from broadcasting after receiving several complaints from angered viewers.

According to a report published by the Advertising Standards Agency (ASA), a total of 26 viewers complained, with 21 concerned about the time it was shown on TV.

The ASA ruled that the advert was "unsuitable for a child audience" and "demeaning to women", resulting in its entire removal from broadcasting. 

The report read: "We acknowledged that the models featured on the app would not be shown fully naked, that the voice-over contained one reference to 'pranking' and that on-screen text stated 'for entertainment purposes only'. However, we considered that viewers may have assumed that the image would be fully nude because the ad had not made that clear."

The ad was approved by compliance and clearance agency Clearcast, allowing it to be broadcast during programmes that were not targeted at children. Clearcast said the images were no more risque than underwear ads or music videos, adding that there was nothing in the ad which condoned or promoted an unwanted scan.

The advert did contain a 16+ warning but, after obtaining figures from the Broadcasters' Audience Research Board (BARB), the ASA concluded that older children between the ages of 10 and 15 who were watching were "most likely to have been interested in downloading the app".

They added: "Because the ad focused on the product's apparent ability to enable the user to view naked images of women using the camera on their phone, and had a prolonged focus on the female model, we considered it was unsuitable for a child audience and was likely to be viewed as demeaning to women and, therefore, offensive."

The ASA ruled that the ad must not appear again in its current form, saying: "We told Jesta Digital GmbH to ensure their future advertising was not demeaning to women and contained nothing that was likely to cause serious or widespread offence."

Jamster said that while they accepted the ruling and removed the advert following complaints, they did not consider the programme in question as being targeted at children.

Start your day with The Independent, sign up for daily news emails
Sport
England's women celebrate after their 3rd place play-off win against Germany
Women's World CupFara Williams converts penalty to secure victory and bronze medals
Arts and Entertainment
Ricardo by Edward Sutcliffe, 2014
artPortraits of LA cricketers from notorious suburb go on display
News
newsHillary Clinton comments on viral Humans of New York photo of gay teenager
Arts and Entertainment
The gang rape scene in the Royal Opera’s production of Gioachino Rossini’s Guillaume Tell has caused huge controversy
music
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Day In a Page

The Greek referendum exposes a gaping hole at the heart of the European Union – its distinct lack of any genuine popular legitimacy

Gaping hole at the heart of the European Union

Treatment of Greece has shown up a lack of genuine legitimacy
Number of young homeless in Britain 'more than three times the official figures'

'Everything changed when I went to the hostel'

Number of young homeless people in Britain is 'more than three times the official figures'
Compton Cricket Club

Compton Cricket Club

Portraits of LA cricketers from notorious suburb to be displayed in London
London now the global money-laundering centre for the drug trade, says crime expert

Wlecome to London, drug money-laundering centre for the world

'Mexico is its heart and London is its head'
The Buddhist temple minutes from Centre Court that helps a winner keep on winning

The Buddhist temple minutes from Centre Court

It helps a winner keep on winning
Is this the future of flying: battery-powered planes made of plastic, and without flight decks?

Is this the future of flying?

Battery-powered planes made of plastic, and without flight decks
Isis are barbarians – but the Caliphate is a dream at the heart of all Muslim traditions

Isis are barbarians

but the Caliphate is an ancient Muslim ideal
The Brink's-Mat curse strikes again: three tons of stolen gold that brought only grief

Curse of Brink's Mat strikes again

Death of John 'Goldfinger' Palmer the latest killing related to 1983 heist
Greece debt crisis: 'The ministers talk to us about miracles' – why Greeks are cynical ahead of the bailout referendum

'The ministers talk to us about miracles'

Why Greeks are cynical ahead of the bailout referendum
Call of the wild: How science is learning to decode the way animals communicate

Call of the wild

How science is learning to decode the way animals communicate
Greece debt crisis: What happened to democracy when it’s a case of 'Vote Yes or else'?

'The economic collapse has happened. What is at risk now is democracy...'

If it doesn’t work in Europe, how is it supposed to work in India or the Middle East, asks Robert Fisk
The science of swearing: What lies behind the use of four-letter words?

The science of swearing

What lies behind the use of four-letter words?
The Real Stories of Migrant Britain: Clive fled from Zimbabwe - now it won't have him back

The Real Stories of Migrant Britain

Clive fled from Zimbabwe - now it won’t have him back
Africa on the menu: Three foodie friends want to popularise dishes from the continent

Africa on the menu

Three foodie friends want to popularise dishes from the hot new continent
Donna Karan is stepping down after 30 years - so who will fill the DKNY creator's boots?

Who will fill Donna Karan's boots?

The designer is stepping down as Chief Designer of DKNY after 30 years. Alexander Fury looks back at the career of 'America's Chanel'