Publishers of the magazine, The Lady have apologized to its readers for publishing an advertisement by the Antonio Federici brand, which showed a pregnant nun with an ice-cream tub.
The magazine had received complaints by people who felt that the advertisement was religiously insensitive and was meant to hurt people who follow Roman Catholicism.
Though the Company, Antonio Federici has defended its advertisement, stating that the ad was created to point out at the hypocrisy of the church and the manner in which the church was treating social issues. The magazine also announced that the advertisement was still produced in a lighter vein and involved gentle, witty humor.
Grazia, another magazine which published the advertisement felt that the advert was used in a lighthearted way and did not intend to mock anyone’s religious beliefs.
The Advertising Standards Authority (ASA) however was quick to point out to the advertising rules which state that advertisement should not contain anything, which can possibly cause serious or widespread offence.
The ASA further felt that the concept of depicting a pregnant nun was seen as a mockery to the practices of Roman Catholics. The ASA further imposed that there should not be a repeat of the advertisement.
It also needs to be noted that the number of complaints regarding the advertisement were few.