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In its defence, Jemella argued that biblical phrases were in common usage and had been used in previous advertising.
It acknowledged that a small number of Christians might object to the adverts, but said it did not believe they would cause widespread or serious offence.
The agency also pointed out that it had used the strap line ‘a new religion for hair’ for several years.
But the ASA found that the eroticised images of women in conjunction with religious symbols, the use of the phrase from the Lord’s Prayer and the stylised letter ‘t’ were likely to cause serious offence, particularly to Christians.
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