Italian ‘Pregnant Nun’ Ice Cream Ad Banned In The UK

September 16, 2010

UK (ChattahBox World News) – British watchdog group the Advertising Standards Authority (ASA) has banned an ad from an Italian ice cream maker that features a heavily pregnant nun eating from a carton of the sweet treat, with the words ‘Immaculately Conceived’ beneath.

The ad was originally released in the magazine Lady, and CNN reports that there have been a number of complaints by readers who are calling it an offensive attack on the Roman Catholic faith. The ASA, which is in charge of regulating the content placed in advertisements within the UK, agrees.

“We considered the use of a nun pregnant through immaculate conception was likely to be seen as a distortion and mockery of the beliefs of Roman Catholics,” they said in a statement.

“We concluded that to use such an image in a light hearted way to advertise ice cream was likely to cause serious offence to readers, particularly those who practised the Roman Catholic faith.”

But the ice cream company, Antonio Federici, claims that there intent was not to cause offense, but to give a humorous bent to the product, essentially saying that “ice cream is our religion”. They have accused people of mistaking the conception of Christ with the concept of immaculate conception, and of missing the light hearted purpose of the ad.

They have also said that two other ads, one featuring a nun and priest about to kiss, and one featuring two priests about to kiss, have also been banned since July by the ASA. One of the ads has been confirmed as banned by the agency, but they have released no details on the second.

Antonio Federici have said that they will be pushing for the post of a series of billboards ahead of the Pope’s visit, which will feature along the route used for the religious leader’s motorcade.


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