ASA dismisses complaints against Lovelife

In two recent rulings, the Advertising Standards Authority (ASA) of South Africa has ruled in favour of Lovelife's advertising on the basis that the message of safe sex is of crucial importance, despite complaints that the commercials are irresponsible, sexually explicit and inappropriate for young viewers. According to the ASA, complainants who are offended by the advertising are few in comparison to the important safe sex message that Lovelife tries to convey.