A sexually suggestive TV commercial from ShowMax has been reported to the Advertising Standards Authority (ASA) after a complaint that it’s broadcast during the day when it’s inappropriate for children.
The ASA is still to judge on the matter; the first advertising complaint about the ShowMax video-on-demand (VOD) streaming service.
The ShowMax TV commercial that started in August revolves around an almost naked man gyrating in front of a woman when a child walks in. It’s broadcast in South Africa in the afternoon before the so-called “watershed” cut-off period of 20:00 before which more risque TV content is not allowed due to the likelihood that children are watching.
According to the complaint, "the advertisement appears during day programming and is unsuitable for the timeslots when it appears".
ShowMax says if the "ShowMax dad ad" is deemed unsuitable "then surely we need a wholesale rethink on what else makes it on to daytime TV".
"The irony is if one were watching ShowMax there wouldn't be any ads and you could activate the kids profile and know 100% that nobody is going to stumble across anything they shouldn't".
Naspers' ShowMax that turned one year old in mid-August and changed its logo, introduced the option for various profiles to filter content for children at the beginning of August. Competitor PCCW Global's ONTAPtv.com will turn one year old on 16 September.