The campaign rendered 156 complaints with the ASA (the British advertising authorities). PUSSY had a sexual meaning and was sexist, misogynistic and derogatory towards women. Because of this the campaign was not suitable for minors who could encounter the billboards. The advertiser defended himself by stating that according to the Oxford dictionary PUSSY is a cat, or kitten, and therefore referred to feline characteristics such as aloofness, beauty and elegance.
The ASA decided that although the word ‘pussy’ in the ad did not refer to women directly and this does not mean it is not derogatory. Because of the obvious double meaning of the commercial it does become derogatory. For older children the reference is obvious making it an unsuitable commercial. The campaign may therefore not be continued in its current form.
