Lynam ad cleared of degrading women

Setanta's "Setanta Claus" ad featured Lynam dressed in a yellow Santa suit in a grotto, while his scantily clad helper "Tinseltoes" - Big Brother's Thaila Zucchi - flashed her cleavage.

This prompted a male visitor to the grotto to grin, stare and absentmindedly mention a "couple of puppies".

The Advertising Standards Authority received 36 complaints that the ad was offensive as it objectified and degraded women and was sexist.

Nine of the complainants also argued that the Santa theme would be of interest to children and that such an ad should not be broadcast before 9pm.

Setanta disagreed, arguing that it was a "light hearted, humorous production, targeted not at men, but at the female partners of male football fans".

The Irish pay-TV company said that the use of the scantily clad Zucchi was an "integral part of the narrative".

Setanta added that the "mildly saucy" presentation of the ad was "entirely in keeping with the theme and the UK's tradition of double entendre humour in advertising".
The ASA noted that some viewers might see the portrayal of Zucchi with her cleavage on display as objectifying women and that the reference "Give him what he wants this Christmas" could be seen by some as treating women as sex objects.