UK: The controversial Elle Macpherson underwear advert showing a woman with a knife in a kitchen has been given the thumbs up by the UK ad watchdogs.
The Advertising Standards Authority rejected a complaint from a reader of Vogue, where the ad appeared, that it was demonstrating "sado-masochistic" behaviour and was offensive.
The ASA said readers of Vogue were sophisticated enough to appreciate its subtlety.
The image features an underwear-clad woman standing at a kitchen bench preparing to chop meat.
Bendon, the company that owns the brand, told the ASA that the Intimates range used "highly original imagery" in its advertisements that "adopted cinematic themes and genres".
It said the theme of the print campaign was film noir and the company's policy was to present its product in an exciting and provocative manner. Source: MediaGuardian
