The Advertising Standards Authority has rejected a complaint against a digital billboard ad by Itch Petcare flea treatment which read ‘Treat your bitch with itch’.
The complainant said the ad was likely to cause serious or widespread offence and was inappropriate for outdoor display in an untargeted medium.
Itch Petcare said the poster showed a large image of a female dog alongside text which read: ‘Treat your bitch with itch. Monthly flea treatment, delivered free’.
Itch believed it was clear how people would interpret ‘bitch’ in this context and that the usage was appropriate given that Itch was a pet well-being brand and it rhymed with their brand name.
The ASA agreed with Itch. A spokesman said: “The ASA considered those who saw the ad would understand that the term ‘bitch’ was being used in this instance to refer to a female dog, rather than any derogatory use of the word.
“While we acknowledged that some people would find the word inherently distasteful, we noted that it was clearly intended in this case to refer to a dog. We therefore considered that the ad was unlikely to cause serious or widespread offence, and was acceptable for display in an untargeted outdoor medium.”
