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Wednesday, 20 February, 2002, 03:50 GMT
'Ladyboy' advert branded insulting
The advert offered a holiday in Thailand
A leaflet which offered students the chance to win a trip to Thailand has been criticised by the advertising watchdog for promoting the idea of sex tourism.

The advert for a shoe company used a photograph of a man who dresses and adopts the manner of a woman alongside the message: "Your chance to come love me long time baby."

The Advertising Standards Authority (ASA) received a complaint from a member of the public, in the West Midlands, who said it "denigrated women and the people of Thailand by advocating sexual exploitation and sexual tourism."

ASA logo
The ASA said the advert advocated sex tourism

The leaflet was distributed on student campuses as part of advertising for the fashion shoe brand, Journey.

It offered: "Two weeks roaming one of the most beautiful countries on the planet" along with other prizes.

Leicestershire-based Journey Shoes said the leaflet was "intended as a humorous, tongue-in-cheek advertisement that poked fun at the popular and incorrect stereotype of Thailand."

They pointed out the Thai owners of the company backed the content of the leaflet but, following the complaint, agreed not distribute any more.

Upholding the complaint, the ASA said it did not agree the leaflet denigrated women but could be seen as advocating sexual tourism, and insulting to the people of Thailand.

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See also:

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24 Jan 02 | Education
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