To the Advertising Standards Authority UK. On June 30 of 2010, an advertisement was released in a magazine and I am very uncomfortable with it. The poster, which I'm complaining for, is a poster from the brand Diesel. This advertisement has an image of a woman standing outdoors in a bikini. She is holding open her bikini bottom with one hand and with the other one she is taking a picture of her genitalia. A lion is shown looking at her in desire from the background. But that’s not all; there is also a text in the image that says, “Smart may have the brains, but stupid has the balls. Be stupid. Diesel." Before contacting you, I made some calls. In the first place, I called the magazine where I saw the article and complained with them about this image and they told me that the average age readers were between 21 and 24 years old and that no younger people than that are interested in it, so they told me that the readers were unlikely to get offended by the ads they posted. Then, continuing to share my disapproval about this adverb, I called where they created it. Diesel. When I told them about the adverb that I was complaining about their response was to say that this poster had the intention to show a very strong and unexpected femininity by aligning it with typical masculine things such as the lion and the confident behaviour that it is shown in the woman. Also with the use of the text "Stupid has the balls" described her way of thinking. They said that there was nothing in the adverb that was considered offensive and that it didn't contained nudity, that there was the usual amount of clothes you use un an adverb of swimming suits or in lingerie ads. Maybe for the people of the magazine and from Diesel, this advertisement seem like no harm for society, but let me tell you what I saw. I saw a woman, who captures all my attention for her attitude of taking pictures of the genitalia, which encourage an anti-social behaviour because