11 January 2023 , 14:31
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Demi Lovato's new album poster has been banned by the Advertising Standards Authority for being "likely to cause serious offence to Christians".
Featuring the slogan 'HOLY FVCK' across a snap of Demi wearing bondage-style clothing while lying on a cushioned crucifix, the promotional picture sparked complaints.
The ASA report receiving only four complaints and concluded that the banner was likely to cause serious or widespread offence, claiming it was irresponsibly placed.
Seen in multiple locations across London earlier last year, the advertising watchdogs claimed it was inappropriate for children who may have seen the image.
Addressing complaints, they said it would have been clear to most of those who saw the poster that the ad alluded to the expression "holy f**k".
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The ad was ruled to be seriously offensive to Christians (PA)
Demi's new album was being promoted (Getty Images for iHeartMedia)Demi was "bound up in a bondage-style outfit", their report found – adding that they were "in a position with their legs bound to one side".
The ASA claimed the image was "reminiscent of Christ on the cross".
"The reference to 'Holy Fvck' was likely to be viewed as linking sexuality to the sacred symbol of the crucifix and the crucifixion," they claimed.
"We therefore concluded the ad breached the Code," the ASA explained, ordering that the ad must not appear again in the form complained of, unless it was suitably targeted.
Ads 'only appeared at six specific sites in London' (Todd Owyoung / Getty Images)Defending the poster, Polydor Records, a division of Universal Music, said it did not believe the poster would cause serious or widespread offence.
The label told the ASA that it had checked that the poster was acceptable to run at the proposed sites prior to release, and had been assured that it was by agency Brotherhood Media.
Polydor said the posters only appeared at six specific sites in London for a four-day period and were removed on August 23.
The ASA ordered that the ad must not appear again (Getty Images for iHeartRadio)"We told Universal Music Operations to ensure their ads did not cause serious or widespread offence in future," concluded the ASA.
The Mirror has contacted Brotherhood Media for a comment.