The ASA was wrong to ban this cancer charity's billboards

GIRLvsCANCER poster outside in London
(Image credit: GIRLvsCANCER/Bartle Bogle Hegarty)

In a move I’m not sure has really involved reading the room, the Advertising Standards Authority has banned a poster from the charity GIRLvsCANCER.  The poster uses (probably) the world's most famous profanity (albeit written as “f*cks”), alongside a nude close-up of women who have experienced cancer. 

Design studio Bartle Bogle Hegarty created the poster, which is part of a wider campaign looking at sex, intimacy, and pleasure for people who are living with or have lived with cancer, and I think it’s one of the best poster designs we’ve seen in a while. From October last year, the poster ran in Finsbury Park, Hackney, and Tower Gateway, and two complainants saw the poster that month. 

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Adam England

Adam is a freelance journalist covering culture and lifestyle, with over five years’ of experience and a Master’s degree in Magazine Journalism from Cardiff University. He’s previously written for publications including The Guardian, The Independent, Vice and Dazed, and was Senior Editor at from 2022 to 2023. When he’s not writing, he’s probably drinking coffee, listening to live music, or tinkering with his Apple devices.