ASA singles out estate agency’s ad for ‘objectifying men’
As part of International Men’s Day the ASA has highlighted Lewis Oliver Estates’ banned "WOW! WHAT A PACKAGE" ad campaign for its inappropriate depiction of masculinity.
Lewis Oliver Estates’ “WOW! WHAT A PACKAGE” ad campaign has been singled out by the ASA as an example of the ‘objectification of men in advertising’ as part of their support for International Men’s Day.
The event, which takes place on 19 November, says it will focus on making a positive difference to the wellbeing and lives of men and boys and promoting a positive conversation about men, manhood and masculinity.
Sexist depictions, objectification, and irresponsible depictions of body image in advertising, the ASA says, can be offensive, have a harmful effect on individuals’ wellbeing and also promote negative stereotypes about men and masculinity.
Problematic
The organisation picked out the “WOW! WHAT A PACKAGE” campaign to illustrate their point, saying: “Focussing on men’s bodies in an ad, particularly where this is unrelated to the product or service being advertised, is likely to present men as objects, and will be problematic.”
As reported in The Neg at the time, the campaign featured a picture of a man’s torso wearing only swimming shorts with the headline “WOW WHAT A PACKAGE” (pictured). A roundel that covered the model’s crotch read “Fully Managed Letting Service”.
The image was irrelevant to the service being advertised.”
On its release, two members of the public complained to the ASA saying the “image was irrelevant to the service being advertised and objectified the man”.
The ASA upheld their complaints and banned the ads, saying it “was likely to cause serious offence to some people”.
Lewis Oliver Estates has been approached for comment but has so far not responded. At the time, however, they told the ASA that they “did not mean to offend anyone and the ads were intended as light-hearted fun”.
I understand the ASA’s concerns; a man in underpants hardly conveys the essence of property management. However, my greater worry lies in the implication of offering a fully managed service at only a 5% fee. As someone who’s been in this industry longer than I care to remember, I can confidently say it’s impossible to provide comprehensive property management at such a low rate without compromising service quality. Rather than engaging in a ‘race to the bottom,’ our sector should work collaboratively to set fees that genuinely reflect the work required, from routine management to ensuring clients are always kept abreast of changes – especially with impending legislation like the Renters’ Rights Bill. Property management is about more than just price; it’s about sustaining standards and delivering real value.