Sexy razor advert cuts it too finely

A Schick Quattro razor television advertisement shows an inappropriate relationship between a doctor and a patient and uses sexual appeal in a manner that exploits and degrades a group of people, says the Advertising Standards Complaints Board.

A complaint was made by Dr E. Langton, who said the advert was offensive to all doctors and patients.

The advert shows an attractive female doctor entering a hospital waiting room where two male patients are waiting. The doctor chooses to examine the patient who is cleanly shaved and touches his face in a suggestive manner.

Dr Langton said it was against medical ethical principles for a doctor to make sexual advances towards a patient.

The chairman for the complaints board ruled that principles five and six of the code for people in advertising were relevant to the complaint.

Principle five states: "Advertisements should not employ sexual appeal in a manner which is exploitative and degrading of any individual group of people".

Principle six states: "Humorous and satirical treatment of people is acceptable, provided that ... the portrayal is not likely to cause serious or widespread offence".

The Television Commercial Approvals Bureau said on behalf of the media that to suggest a doctor would react in such a manner about a patient's smoothly shaved face was ridiculous.

"We believe that rather than taking the situation literally, viewers would recognise it as light-hearted and humorous."

The bureau said because of the exaggerated manner in which the doctor noticed the patient's smooth face, the advert did not cause widespread offence.

The complaints board disagreed and upheld the complaint.

- NZPA