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There is no pre-vetting system - that would be impossible because there are over 30m print ads a year.

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The decision is therefore left to the discretion of the individual publishers and media owners. Aside from making sure ads are not misleading or unlawful, as laid out in the British Code of Advertising, the press mostly vet copy supplied by advertisers because they want to "protect" their readers and safeguard their product's reputation. This manifests itself in general issues of taste and decency - the most common reasons for ads being rejected.

Kevin Brown, a partner at MegaStar's ad agency Soul, says: "We wanted to run the ads in quality newspapers because our target audience is ABC1 men - and they read the broadsheets. We were simply using the media environment and our creative message to stand out and grab attention.

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The ads are not tasteless but fun, pretty harmless and very striking in that environment. It seems over the top to me that those papers refused to carry them. The Guardian maintains it rejected them "because editorially we did not agree with the way they represented the site".

Brown says other reasons given were variations on the theme of "they would upset our readers" or "the ads are too over the top for our publication": in short, it was the naked flesh that was judged unacceptable, with one title even suggesting that if the women were put in sarongs and T-shirts they would reconsider. While nudity might be offensive to some papers, however, swearing can cause ructions elsewhere.

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The copy below read: "The only love I ever got from my father. Cosmopolitan has also been known to take a stance against ads it perceives to be sexist.

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There was a Wonderbra advertisement last year featuring a girl in a Santa outfit beside the saucy line: "The tree won't be the only thing that lights up this Xmas". Cosmo rejected it, apparently, for belittling women. Chatlines or overtly sexy advertisements are also frequently outlawed. New Jersey.

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Who is ready to shop?? Often goofy. Forever emo. Always a Virgo. I love the boots under the Nordsrom section.

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Are they available anywhere else? I was looking at the section where to find wide calf boots.


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