Playboy billboard OK, says authority

2012-01-16 08:57
Pauli van Wyk

Johannesburg - Playboy South Africa may erect a billboard of a half-naked model in a neighbourhood because it does not differ from what people see on the beach and in magazines.

The Advertising Standards Authority (ASA) has come to this conclusion after complaints were received that a billboard solicits promiscuous behaviour and was erected in a neighbourhood where children are exposed to it.

Model Tracy McGregor appears on the billboard in black lace lingerie with the words "Playboy Playmate Parties" next to it. One of the billboards was erected next to Barry Hertzog Avenue in Johannesburg.

The ASA is not making a ruling on the acceptability of this magazine, but only regulates the ad content, the body said in its ruling.

'Too cautious'

The ASA found that McGregor is not depicted in an explicit way and therefore no reasonable person will deduce from the advertisement that she is portrayed as inferior or seen as an object.

Because she is not depicted explicitly and sexually, the advertisement will also not be harmful to children. According to the finding, children will not find the advertisement any more surprising than the photos of lingerie models in magazines or people on the beach.

Charl du Plessis, editor of Playboy South Africa, thinks a "rubicon for liberal thinkers was crossed with this decision".

"South Africans are in many ways still too hypocritical. That which was on the billboard, is something that everyone thinks and speaks about. People are still too cautious because of what others might think."

The billboard has since been removed.

The photo of Tracy McGregor on the billboard:




  • patrick.saunders123 - 2012-01-16 09:03

    I see Photoshop has been over-used yet again.

      peter.soule - 2012-01-16 09:43

      not everything can be done in Photoshop... most of what you're seeing is makeup... besides a model wouldn't be a model if she wasn't very close to perfect...

      branden.hart - 2012-01-16 09:58

      @peter.soule Peter you are a little mistaken here, go have a look at youtube at some of the photoshop examples of non close to perfect models ending up lookin like models.

      Peter - 2012-01-16 16:50

      @patrick.saunders123 you are obviously not too familiar with Photoshop's capablities. It is good, but not to the degree you seem to think :-)

  • ivan.coetzee2 - 2012-01-16 09:03

    Geez what a beaut!

      ivan.coetzee2 - 2012-01-16 10:57

      OMG thumbs down?? You obviously seriously gay and not interested in women!

  • koo.doyle - 2012-01-16 09:13

    Photoshopped to death, totally unrealistic!

      richard.hipkin - 2012-01-16 09:35

      Actually I know Tracy, she really is that hot..

      chris.kleynhans - 2012-01-16 20:05

      So what. If you want realistic, get yourself a real woman. This is artistic and beautiful and she is not going to come alive for you.

  • Sam - 2012-01-16 09:17

    Who wears suspenders to the beach? It's hard to take ASA seriously when this is the same organization that banned the AXE advert.

      jordaanjean - 2012-01-16 09:22

      "it does not differ from what people see on the beach and in magazines." - So by your logic Cosmopolitan magazine as well as heat etc. should be sold in plastic bags and only displayed in the porn section at the local CNA ?

      Chrono - 2012-01-16 11:15

      @Sam, I agree with you. This you don't see on the beach and in a magazine a picture of a sexily "dressed" woman is not the only thing you see, like on a billboard. The type of thing presents a considerable challenge to parents who want to guide their children to become decent human beings.

      jordaanjean - 2012-01-16 11:55

      What about Cosmopolitan Lingerie editions ? Articles where they cover some international fashion week. It just is nipples everywhere.

      Sam - 2012-01-16 13:34

      Just to clarify, I don't really care about the billboard but the ASA's reasoning in these decisions is laughable. If you had to wear revealing lingerie to a beach you'd get arrested for public indecency because of the sexual connotation of the clothing. It's a very weak argument by analogy. As a precedent they're saying it's fine to put nude toddlers on billboards because we let them run around naked at the beach?

  • Fred - 2012-01-16 09:24

    Ag, so who objected to these ads in the first place. Morally superior Sky Daddy believers again, I guess.

      jordaanjean - 2012-01-16 09:50

      WOW.. I am a Christian and I do not find it offensive at all. You will be surprised to find that it is usually "morally superior" atheists that have sand up their ass about stuff like this.

      Chrono - 2012-01-16 11:17

      @Jean, I agree it is not offensive but does it belong on a billboard?

      Fred - 2012-01-16 12:12

      Hi Jean ""morally superior" atheists". Care to name one. Any one will do. Waiting - or you made it up.

      Fred - 2012-01-16 19:34

      @Jean * hours later and you still have not provided the information. Not unexpected for a hypocrite like you to bear false witness.

  • Shalin - 2012-01-16 09:27

    "Playboy South Africa may erect a billboard" Hahahaha

      richard.hipkin - 2012-01-16 09:34

      Small things amuse small minds..

      jordaanjean - 2012-01-16 09:52

      @PointBlank So small that you deemed it necessary to take time out and use some of your vastly superior intellectual power and abilities to comment on it .. HA HA

      ivan.coetzee2 - 2012-01-16 11:00

      @Shalin: beauts man! LMFAO @PointBlank:lighten up man

  • ewanvb - 2012-01-16 09:28

    just in South Africa, let a white woman show her booty on a billboard and there is a hoo-haa about it, but let the SABC show topless black teens doing a ritual, then it is tradition. The double standards in the country is bad.

      jordaanjean - 2012-01-16 09:53

      @PointBlank - your comments relevance to the original comment is what exactly ?

      chris.kleynhans - 2012-01-16 20:13

      I suppose you are not using a computer Pointblank?!

      Naledi - 2012-01-16 23:03

      But it is tradition and the women are celebrating their virginity and purity. I bet if it was Joelle Kayembe or Precious Makgaretsa or Rosette Mokgomotsi in the playboy campaign they would have reacted the same. You're not comparing like with like and only western men find traditional half naked african women pornographic. Its not a big deal!

  • clivecorbz - 2012-01-16 09:29

    Who was made so promiscuous by that picture that they need someone to step in and protect them? They need to get a hold on themselves before they try get a hold on society.

  • Klipkop - 2012-01-16 09:43

    She aint erecting my billboard.

  • Francois - 2012-01-16 09:45

    This has been photoshopped so much that her head is too big for her body.

  • Lana - 2012-01-16 09:53

    She is beautiful

  • STYLEbudd - 2012-01-16 10:15

    This billboard definately should not be in public! Its not suitable for kids to view  and will be Playboy knows full well that not just "boards" will be "erejected" with this in full view of the public's eye!

  • The-third - 2012-01-16 11:45

    People really have nothing to keep themselves busy with.

  • Gaby - 2012-01-16 11:59

    I hope the Playboy editor has a young daughter who walks around in the streets looking like this. After all, this is normal and what our sexually unaware kiddies should aim for.

  • annalene.beck - 2012-01-16 12:01

    LMAO JHB'ers need to relax really - Cosmo has put up worse! Also the one trip joint in CT CBD has a billboard up that is IMO worse. She's beautiful, photoshop or not. @Pointblack, ya tryna score browny points with her - relax man jeeeez!

  • Pieter - 2012-01-16 12:09

    If steroids is banned for professional athletes then photoshop should be banned for professional models

      Peter - 2012-01-16 16:57

      @Pieter. Oh, then ban all makeup, artifial lights, blowing fans, light reflectors, etc. In other words - just ban photographic studios :-)

      chris.kleynhans - 2012-01-16 20:12

      Why? What do you wanna see?

  • Nick - 2012-01-16 14:15

    Wait, in the first line of the article it states that Playboy may erect the billboard, but since then it has been taken down?? This is a terribly written article!!!

  • rachel.irvine - 2012-01-16 16:52

    So this advertis ok but Mavericks campaign was the anti-christ in billboard format??? what a load of bollocks!

  • sias1 - 2012-01-16 18:54

    ek sien maar fout met die foto

  • Preshen - 2012-01-18 08:12

    she is going to stop traffic

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