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Duncan Macleod September 17, British ice cream manufacturer Antonio Federici has hit the news headlines again with a new print advertising campaign banned because of religious sensitivities. They believed the small number of complaints the ASA had received represented a very small proportion of the readership of the publications. They did not believe offence had been so deeply felt as to affect their right, as marketers, to free expression and that offence caused to a small minority should not affect the ability of the wider public to see their ad.

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The Advertising Standards Authority ASA has banned a controversial magazine ad for a brand of ice cream showing a pregnant nun, for being offensive to Christians. The ad for Italian ice-cream company Antonio Federici ran in The Lady and Grazia magazines earlier this year, featuring the pregnant nun eating ice cream in a church, with the text reading "Immaculately conceived". It prompted 10 complaints to the ASA, from people who felt it was offensive to Christians - particularly those who practised Catholicism. The UK advertising watchdog ruled that the ad must not appear again in its current form.

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Share via Email The Fedirici ice cream ad A controversy-courting Italian ice-cream maker is in hot water for running an ad featuring a heavily pregnant nun with the strapline "immaculately conceived", after a stream of complaints to the advertising watchdog that it is offensive to Christians because it mocks the birth of Jesus. The ad, which is featured in magazines The Lady and Grazia, features a pregnant nun enjoying a pot of Antonio Fedirici ice-cream. The Advertising Standards Authority has launched an investigation to see if the campaign breaks the advertising code on the grounds of taste and decency. The ASA has received about 40 complaints from members of the public that it is offensive to Christians, especially Catholics, "because it mocks the virgin birth of Jesus".

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Share this article Share The manufacturer said they wanted to highlight how serious they were about producing a high quality product. However, they also told the watchdog that the imagery also stemmed from 'their wish to comment on and question, using satire and gentle humour, the relevance and hypocrisy of religion and the attitudes of the church to social issues'.

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Advertising London, England CNN -- Britain's advertising watchdog has censured an Italian ice cream manufacturer over an advertisement depicting a heavily pregnant nun that appeared ahead of a papal visit to the UK. The ad featuring the strapline "immaculately conceived" over an image of the expectant sister spooning from a tub of Antonio Federici ice cream was "likely to cause widespread offense," the Advertising Standards Authority ruled.

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