Ads And Religion: A Thorny Issue

Complaints to the ASA on the grounds of religious offence are relatively few and far between (notwithstanding a notable pick up around Christmas). So, a recent case from Lithuania merits comment.

In fact, one of the most notable aspects of the case is its longevity.

It all began in late 2012 when a Lithuanian fashion company called Sekmadienis Ltd launched an ad campaign fronted by a bare-chested, denim-clad "Jesus" and a tattooed "Virgin Mary" with an impossible headdress. Both sported haloes and flowers, some real, some inked. The accompanying captions exclaimed "Jesus, what trousers!", "Dear Mary, what a dress!", and "Jesus [and] Mary, what are you wearing!"

The company has been battling the Lithuanian authorities ever since.