Gay Catholic ice cream ad banned

A magazine ad for Antonio Federici ice cream has been banned in the UK. The ad showed two Catholic priests about to kiss, and included the strap-line “We Believe in Salivation”.

Antonio Federici told the UK's Advertising Standards Authority that their advertising reflected the grave troubles that affected the Catholic Church. They gave examples of issues that had been reported in the press, which they believed many people would find more offensive than an ad that celebrated homosexuality. They said the issue of gay and lesbian bishops and priests was one that currently divided the Church of England and was likely to continue to do so. Antonio Federici said the ad contrasted the actions of the Catholic Church with their belief that if ice cream were a religion, it would be one of universal love, regardless of race, colour, creed or gender. They said they were Catholics but would continue to produce advertising that challenged the Catholic Church while they believed it remained troubled.

However, the Advertising Standards Authority considered that the portrayal of the two priests in a sexualised manner was likely to be interpreted as mocking the beliefs of Roman Catholics and was likely to cause serious offence to some readers. The ASA has told Antonio Federici to ensure future ads are not likely to cause offence.