An advertisement in Sainsbury's Magazine depicting a nun and a priest in a sexualised pose - in which the priest is partially clothed and about to give in to the temptation of kissing the nun - has been banned by the Advertising Standards Agency (ASA). The advertisement was for ice cream.
The company who manufacture the ice cream, Gelato Italiano, said the picture was meant as a "light-hearted, tongue in cheek portrayal" that they felt contained nothing that would cause "serious or widespread offence".
But readers of Sainsbury's magazine disagreed, and the ASA upheld their views, saying that the ad was particularly liable to give offence to those in "religious vocation", and particularly to Catholic believers. The image of the priest's exposed rippling torso and his rosary resting upon it proved a little too incongruous with those who respect the sanctity of religious vocation.
The publishers of the advertisement have apologised and have vowed not to use the ad again.
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