British censors ban nipple in European election film

The Guardian ^ | May 22, 2004 | Patrick Barkham

[sarcasm]

For free-loving Eurocrats, an image of a breastfeeding baby seemed the perfect way to promote the joy of voting in the European elections.

But a glimpse of an exposed nipple in the soft-focus advertisement has proved too much for flustered British censors to bear: the image has been cut from the production before it could outrage cinemagoers across the UK.

The new EU states made no objection to the uncut version, a montage of images depicting people making choices, including an opening shot of a baby deciding which nipple to feed from.

Prudish British censors felt differently. While the British Board of Film Classification gave the short film a "U" certificate, the Cinema Advertising Association ordered that the nipple must go.

In an edited version approved for British audiences, the baby's hand at first obscures the nipple, while a second brief shot of the child's mouth closing around the nipple has been completely axed.

The nippleless edit will be shown in 2,200 cinemas from May 28 until the elections on June 10, including before screenings of Troy and the latest Harry Potter film.

The removal of the nipple is another blow to the hope that the British will eventually adopt grown-up attitudes towards nudity - and the dream that the EU's member states might one day actually agree about something.

Made by the European parliament's own audio-visual department, the advert of universal images was intended to be screened in all 25 countries, delivering the message at the end: "You've been voting since you were born: don't stop now - European parliament elections, 10th of June."

The Irish are said to have decided not to screen the advert at all, while the French are uncomfortable about a brief shot of a stern looking female judge receiving a jury's verdict.

Alistair Gammell of MNC, the media agency that planned the UK campaign, said: "The CAA felt it was too overtly sexual for it to be given a universal certificate. We made the case that it was a natural act, not a sexual one. It is quite amusing. In Europe, they thought the image was fantastic. All these countries, including Italy, Germany and France are showing the advert on daytime TV without the editing. There was quite a lot of chuckling within Europe about the English being a prudish nation."

The buttoned-up behaviour of British censors has left the EU production team completely baffled.

One source close to the production said: "It was someone at the Cinema Advertising Association who said the nipple had to go on the British version - a bit odd when you think that pressure to make breastfeeding normal and acceptable and not a matter for sniggering was a battle pretty much won in the 1970s and 1980s."

Julia Drown, the Labour MP who campaigned in favour of breastfeeding after she was banned from feeding her baby son in a Commons committee room, said: "This is a strange decision. If the British are offended by bosoms, why do we have millions thrust in our faces every day by the tabloids?

"I imagine the rest of Europe will think something very strange happens when you cross that little stretch of water that divides us from the continent. They will be genuinely perplexed.

"It is incredibly frustrating that some people in decision-making positions are still uncomfortable with breast-feeding. Everything should be done to support and encourage women to breastfeed."

[rageaholic]

Compared to the rest of Europe, UK is a bastion of propriety. However, I was dismayed to see how many Britons are drinking coffee these days instead of Tea.

[sharkhawk]

infant suckling at the mothers breasts. Average European suckling at the governments, the comparison is much too on target.

[Peter vE]

Everything should be done to support and encourage women to breastfeed. Amen to that!

[Cicero]

Instead of a baby choosing which nipple to feed from, it would have been truer to the socialist ideal to show a herd of pigs choosing which trough to feed from.

[EllaMinnow]

My take on it, too.

Choosing which nipple...perfect metaphor for the European welfare states.

[Bob Mc]

And the Europeans used to say Americans were prudish. After all the Iraqi prison sex scandals, wonder if they think we still are.

[tet68]

Janet Jackson has a baby?

[cyncooper]

Thanks for the clarification. I was wondering how the image was deemed the "perfect way to promote the joy of voting in the European elections." It all is clear now.

;)

[The_Royal_Navy]

There was something simuler i saw on a British TV show that shows clips of adverts from around the world,...

But insted of a baby it was some big fat ugly bald guy's head in shot sucking on a womans breast,... i cant remember what exsactly it was about, but me thinks it was maybe about 3rd world hunger,... or making a point of something to that effect,...

It made me Cringe tho,... not the nipple but the guy who was sucking on it,.... (So it had the desired effect, 'on me at least')

but other than the fore mentioned instence, I personaly am 'All for seeing more breast's on day time T.V (o Y o):p .

And i sertanly wouldn't say i was 'prudish' towards women breast feeding...

Hell,... I suck on my Girlfriends Tit's all the time ;D