US reaction to Janet Jackson's infamous "wardrobe malfunction" left we Brits rather bemused. Though most in the UK would agree that it was probably inappropriate, we giggled at the prudishness of our American cousins. Our own version of the incident, which happened last Saturday, has so far provoked fewer than 30 complaints.
It may seem immaterial, but the difference in response illustrates some fundamental differences in national character and sensibilities. What may seem pretty innocuous in one country can be offensive in another, so care must be taken to test out ideas before transferring them to new markets. By the same token, something that makes one group of people uncomfortable could be a selling point somewhere else. The lesson is not to assume others share your values. Check out your suppositons with someone who understands the markets in which you're selling.
For those interested, the UK's wardrobe malfunction took place during the BBC's show to choose the British entry into this year's Eurovision Song Contest (http://www.eurovision.tv/english). This is an event that pits songs and performers from across the continent. Naff, bizarre, yet somehow able to incite much excitement, Eurovision is a rare yet unnecessary example of true European collaboration.
