Watchdog takes hard line on 'adult film xtras' ad

No money shot for smut wannabe, ASA rules

The Advertising Standards Authority has ruled that an advert for "adult movie xtras" was not strictly honest in offering wannabe porn studs a substantial money shot.

The ad, in an unnamed men's magazine, read: "Act out your fantasies on film, Earn Big Bucks. Adult movie xtras needed now! Call 08714 XXXXXX or 08714 XXXXXX www.xtreme-red.com".

One disappointed punter "answered the ad and paid several thousand pounds up front". He referred the matter to the ASA on the grounds that "the ad did not make clear that obtaining work through the advertisers would involve significant financial outlay", and "he did not believe the advertised work was available, as he had never been given the precise details of when and where shoots would take place".

The ASA threw down the gauntlet, challenging that the ad "did not set out Xtreme Red's full name and contact details and the fact that it was an employment agency, as required by the Code", and "whether the charge for the premium rate numbers should have been included in the ad".

In response to the complainant's two gripes, Xtreme Red insisted he "was made fully aware that there was no guarantee of work through them and that they could not at any time guarantee him that any production companies would necessarily select him".

The company added that "the complainant had not made any payments on the promise of work, but for marketing and advertising on their website".

Regarding the ASA's two charges, Xtreme Red did not comment on the first, but promised it would "ensure call costs were detailed in any future advertisements".

The watchdog ruled the ad offside on a raft of CAP code breaches (details here) - clauses 3.1 (Misleading advertising) 6.1 (Honesty), 7.1 and 7.2 (Truthfulness) and 52.2 (Employment and business opportunities) - and ordered that it "must not appear again in its current form". ®