Ad Standards Board dismisses complaints about Ultra Tune website ads

"I find it deeply offensive that a company has to resort to objectifying females in order to sell a service" 

Car service chain Ultra Tune has been widely criticised for its sexually objectifying advertising.

The 2014 ad campaign for car tyres depicted two rubber-clad dominatrix women brandishing whips as they walked into an Ultra Tune service centre. The women feigned sexual arousal as they caressed tyres while a male employee looked on approvingly. 

The Advertising Standards Board dismissed complaints about the ad stating the rubber suits were "relevant to the new range of ‘rubber’ tyres."

Complaints about a series of pop-up ads on Ultra Tunes website were dismissed for the same reason.

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Click here to read the Advertising Standards Board Case Report

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