Pamela Anderson`s `sexist and degrading` ad banned

Updated: Jun 05, 2013, 11:41 AM IST

London: A TV advertisement starring Pamela Anderson has been banned for being sexist and degrading to women.

In the commercial, for web hosting firm Dreamscape Networks, the actress is seen chairing a meeting of men before her assistant pours cream into a cup of coffee while showing her cleavage, the Mirror reported.

One of the men then fantasies about Anderson and her assistant dancing together in bikinis.

But the company has argued that the motive of the ad was to portray the `Baywatch` star and her assistant as `attractive, dynamic and confident business people`.

The Advertising Standards Authority said it understood that the ad was designed to be a humorous and light-hearted spoof of a mundane business meeting.

But it argued that the female characters were portrayed sexually throughout the ad, not just during the fantasy sequence but their shirts were open to expose their bras and cleavages.

The regulatory authority also said that the fantasy scene gave the impression that the man viewed his female colleagues as sexual objects.

The organization explained that because of these reasons they considered the ad likely to cause serious offence to some viewers on the basis that it was sexist and degrading to women.

It ruled that the ad must not be broadcast again in its current form.