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.
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]