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Commercial is not explicit, says CBSC
9/30/2003

OTTAWA - A commercial for a Montreal sex shop called Boutique Sexe Cité, which aired a number of times on TVA in December, 2002, during the so-called watershed hours was not, in fact, sexually explicit, says the Canadian Broadcast Standards Council.

The Quebec Regional Panel concluded that the commercial was not in breach of clause 10(f) of the Canadian Association of Broadcasters (CAB) Code of Ethics, which requires that content intended for adult audiences be telecast after the watershed hours.

The film broadcasts during which the commercial at issue aired carried a classification rating of "general". Two began at 6:30 p.m. and one began at 1 p.m.

The commercial showed a tired man arriving home from work while his wife/girlfriend was waiting for him by the Christmas tree dressed in white lace lingerie with garters.

"The man's positive reaction was suggestively photographed via a camera angled between the woman's legs," reads the CBSC release. The camera then zoomed to a close-up of the woman's face and shoulders as she said "Joyeux Noël, mon amour." The commercial concluded with a voice-over narration stating "[translation] La Boutique Sexe Cité, your partner in love for a very Merry Christmas."

"The Quebec Panel does not consider the Boutique Sexe Cité commercial appropriate for broadcast to families, on the one hand, but it does not consider it so adult-oriented that it could be said to be viewable by an exclusively adult audience," says the release. "On the substantive level, the Panel simply does not find that the commercial was sexually explicit. At worst it was sexually suggestive but even such an acknowledgment cannot result in a finding of breach under Clause 10(f) of the CAB Code of Ethics."

For more, go to www.cbsc.ca.

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