A raunchy ad for a female shaving aid Femfresh has been banned by UK censors for “objectifying women” and carrying a real risk of causing “serious” and “widespread offence”.
The ad, featuring a trio of dancing girls complete with close-up crotch shots, quickly caught the eye of the UK’s Advertising Standards Authority (ASA) when it first appeared in April.
Despite only 17 complaints from the public, the ASA deemed the ad was overtly sexual and was also demeaning to women.
However, the makers of Femfresh, Church & Dwight UK, argued the product was aimed at young women, featured young women and was choreographed by a female choreographer and featured dance, yoga and Pilates moves most of the audience would feel comfortable with.
It also claimed the crotch close-ups were designed to highlight that the product could give consumers a smooth bikini line.
However, the ASA was having none of it, stating in its findings: “Even taking into account the nature of the product, we considered that it had been presented in an overly sexualised way that objectified women.
“We concluded that the ad was likely to cause serious or widespread offence and therefore breached the code.”
It ruled that the TVC must not appear again in its current form, adding: “We told Church & Dwight not to use advertising that objectified women and which was likely to cause serious or widespread offence to promote their products.”