Multiple complaints that a Bras N Things advertisement was too raunchy for shopping centre windows has been upheld by the Advertising Standards Board (ASB).
The video (below) played on digital screens in in Bras N’ Things store window in limited stores to promote the current Playboy branded lingerie campaign and was live from July 18 – 31.
A sample of comments which the complainant/s made regarding this advertisement included the following:
- They were not merely modelling the underwear, they were moving suggestively, gyrating and looking lasciviously at the camera – like a very amateur porn movie. It was a demeaning and embarrassing display.
- This was in an ordinary public place, with children and families there, why should they be confronted with it in a shopping mall. It was vulgar, unsuitable for the young and simply demeaning for any woman walking past.
- The display was on a large screen so seeing it was unavoidable.
In response to the complaints, a representative from Bras N Things said the model is wearing lingerie throughout the video, there is no nudity. “Bras N Things does not feel that it has breached any advertising standards and have received very little feedback from customers however to be respectful to the centres that have received customer feedback, we replaced the video content with stills only in good faith as of Thursday last week, 28th July.”
The Advertising Standards Board disagreed with the store, and sided with the complaints. In its ruling the Board noted “the complainants’ concerns that the advertisement was a demeaning display of a woman modelling underwear and was akin to an amateur porn movie. The Board noted that there is no product labelling on the screen to indicate the shop or the brand, although noted the advertiser’s response that it appears in the window of Bras N Things premises and is advertising their Playboy branded lingerie campaign.”
The Board considered that the advertisement did not treat the issue of sex, sexuality and nudity with sensitivity to the relevant audience. Finding that the advertisement breached the Code, the Board upheld the complaints.