Cotton On Brazilian Underwear Ad A-OK With Ad Standards

Cotton On Brazilian Underwear Ad A-OK With Ad Standards
SHARE
THIS



Complaints against a recent Cotton On underwear ad, which promoted its Brazilian underwear range through Carnival references, have been dismissed merely promoting the Rio Olympics at the same time as promoting its own product.

Some complaints included that people were offended by the portrayal of women in the ad, which appeared on the Cotton On Facebook page, and that it portrayed Brazilian women as sexual stereotypes.

The sample of complaints included:

  1. I find this image and text offensive because:
  2. It is displayed publicly and has partial nudity.
  3. It is very suggestive, looks like soft core porn.
  4. It is racist.
  5. Portrays Brazilians in a sexual stereotype.
  6. Some of the posters had miss-spelt Brazilian.
  7. Is demeaning to women.
  8. Negative portrayal to Brazilian women, and non-Brazilian women.”

Judge for yourself:

COG-Grid-Tile-298x400px_Brazilian

The Advertising Standards Board said, “The Board noted that it is reasonable for an advertiser of lingerie to use their products in their advertising and considered that it is not of itself discriminatory to show women advertising a product aimed at women. The Board noted that the models are not posed in an overtly sexualised manner and the woman shown from the rear is presented as looking flirty and confident.

“The Board considered that the woman is presented in a confident manner and is not depicted in a degrading or objectified pose.”

The Advertisers said, “We confirm that the advertisement is aimed at current trends around the Brazilian underwear silhouette, which requires the model to be dressed in such underwear.

“The image is part of a new campaign celebrating both the forth-coming Olympics in Rio De Janeiro. This is represented by the model is wearing a “carnival” style head piece and surrounded by a pink glitter/confetti border to represent a rio-carnival vibe.

“We again confirm that the level of nudity is relevant to the specific lingerie which is being advertised. The lingerie displayed does not result in excessive or inappropriate exposure. We also consider the pose of the model to be sensitive to the relative audience and not inappropriate, offensive, exploitative, degrading, sexualised or suggestive.”

 

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]

Fox Sports Launches Alexa Skill
  • Media
  • Technology

Fox Sports Launches Alexa Skill

Australian sports fans can now tune into Fox Sports News live on their Amazon Echo device. From today, Alexa users will be able to add the new Fox Sports Alexa skill to their daily routine by asking “Alexa, play the Fox Sports live stream.” The Fox Sports Skill will deliver sports fans a live stream […]