'Stoute' golf shirts cleared by advertising watchdog

THE Advertising Regulatory Board (ARB) has ruled in favour of a stoute clothing line aimed at golfers after a complaint that “adult content should be better managed”. 

The klere in question, made by Swing Daddy, shows tongue-in-cheek images of stick figures in sexual positions and, in some cases, male genitalia.

The complaint was made by a member of the public to the ARB .

The complainant submitted that some of the items/accessories and clothing had penises, naked breasts, and explicit sexual innuendos printed on them, which the complainant deemed irresponsible.

They also argued that, should one wish to wear or advertise this, it should not be public and argued that adult content should be better managed.

Snyman Leaker Williams Attorneys, on behalf of the advertiser, submitted that its business is distinguished by the humorous use of puns and play on golfing superstitions. They pointed out that there are similar businesses across the world that sell such items.

The items to which the complainant refers appear exclusively under its “Party Polo” section, which requires deliberate action on the part of a browser to locate online. 

These items are not advertised by paid advertisement channels to the general public, the lawyers said. 

They argued that the imagery is neither explicit nor graphic and features cartoon-style content that is clearly intended to be humorous.

The ARB found that the humorous, stylised designs did not breach advertising standards as they were not explicitly advertised to the general public and were clearly intended to be light-hearted rather than pornographic.