Pamela's commercial banned in UK

Former "Baywatch" babe Pamela Anderson, who is perhaps best known for her curvaceous body, recently shot a commercial for Dreamscape Networks' Crazy Domains that was to air in the U.K. OK ... so what?

The problem is the ad was deemed "sexist and degrading to women" and was yanked from the airwaves, E! News reports.

Originally, Clearcast, the group in charge of screening commercials before they're broadcast, OK'd Pam's ad to air after 9 p.m. But after the U.K.'s Advertising Standards Authority received four separate complaints about the commercial, it overruled Clearcast's decision.

"[W]e considered the ad was likely to cause serious offence to some viewers on the basis that it was sexist and degrading to women," the ASA stated in its ruling.

You're probably wondering how the commercial was "sexist and degrading to women." Well, one quite protracted segment -- actually, it was most of the commercial -- depicts a fantasy that a male executive is having of two female co-workers, one of whom is Pamela. The two bikini-clad women are dancing provocatively with cream all over their bodies. Yup, that'll do it.

Dreamscape Networks attempted to defend the commercial, saying the "comical" and "over-the-top" fantasy was limited to the one executive, so therefore it didn't objectify women. Also, the company said that it hired Pam because she is "known for flaunting her body."

The ASA didn't buy this explanation, saying, "[We] understood that the ad was intended as a parody of a mundane business meeting and was intended to be humorous and light-hearted. Whilst we noted Dreamscape Networks' and Clearcast's comments about the female characters being portrayed as strong, confident business women, we considered that they were also portrayed sexually throughout the ad, not just during the fantasy sequence," Us Weekly reports.

"Although the fantasy scene, which we considered was sexually suggestive, was limited to [one business man's] imagination, we considered it gave the impression that he viewed his female colleagues as sexual objects to be lusted after."

After watching the commercial -- yes, you can see it online -- we have to side with the ASA. But that being said, this is by no means the first or last of this type of ad, TV or otherwise.

- Elizabeth Larner

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