Fruity King provokes outrage with Loose Women advert


An advert comparing Loose Women presenters to ‘pigs in lipstick’ has been banned.

The ad for Fruity King Casino used a photo of Stacey Solomon, Linda Robson, Katie Price, Jane Moore, Saira Khan, Nadia Sawalha, Andrea McLean, Coleen Nolan and Janet Street-Porter in their underwear. Alongside the image, the gambling website wrote: ‘You can put lipstick on a pig, but it’s still a pig. #LooseWomen18’ The promoted tweet was posted on September 8 this year, and was immediately branded ‘outrageous’ and ‘offensive’.

One person complained to the Advertising Standards Authority (ASA), saying the post was sexist and likely to cause widespread offence.

The ASA has now banned the ad from ever being used again, saying it was offensive to women and had ‘ridiculed’ the presenters, who were trying to convey a ‘positive’ portrayal of women’s bodies. In its ruling, the ASA said: ‘We considered that hte image shown in the tweet would be understood by viewers as intending to portray a positive image of women’s bodies.

However, we noted that the text, “You can put lipstick on a pig, but it’s still a pig”, was shown above the image. ‘We considered that this was specifically targeted at the women shown in the image and, consequentially, ridiculed what it represented. ‘Because of that, we considered that the image along with the text “You can put lipstick on a pig, but it’s still a pig” was derogatory towards women and therefore concluded it was likely to cause widespread offence.’

It added: ‘We told ProgressPlay Ltd that their future advertising must not be derogatory towards women.’ The original photo was taken earlier this year to promote a Loose Women show called Body Battles, in which the panellists discussed body image and their personal body ‘hang-ups’.

Following the backlash, bosses at ProgressPlay Ltd – which markets Fruity King Casino – apologised for any offence and said the ad would not be used again. But another spokesman for Fruity King Casino said they did not believe the ad was derogatory towards women, saying that the link to Loose Women was not aimed at the presenters themselves, but at the TV show in general – which it said was a ‘low quality programme’.