The British Advertising Standards Authority (ASA) has ruled against fashion brand Jack Wills’s direct mail spring catalogue which featured images of young male and female models in their underwear drinking and dancing on a bed together.
One page featured images of male and female models in their underwear drinking, dancing and on a bed together. The copy read: “UNDERWEAR… Pure and comfortable cottons, or flirty delicate laces, whatever your choice, you can be sure it’s what’s underneath that counts.” At the bottom reads: “…midnight MISCHIEF.”
Check out the catalogue campaign here:
Another page, promoting “loungewear”, featured images of male and female models on a bed. Some of the models wore loungewear, one male model was topless on a bed with a woman while reading and another woman wore a bra with a strap falling off her shoulder.
The complaint was that the images were unsuitable for publication in a clothing catalogue that was targeted at, and seen by, teenagers. In response to the complaint, a Jack Wills representative defended the images saying the brand targeted at 18- to 24-year-old university students and not at younger teenagers.
According to the ASA website: “The images showed a group of friends enjoying a weekend away, relaxing with each other and enjoying a pyjama party. They said the images were not sexualised, provocative and did not imply sexual activity in any way. They also said none of the images featured any nudity and that none of the garments worn by the models was transparent.
“The ASA considered that younger teens might have access to the ad either directly or indirectly, and that the images were likely to appeal to those readers because they portrayed a lifestyle to which they might aspire…We considered that this sequence of images, in conjunction with the text, was sexually suggestive as opposed to simply being flirtatious or playful.”
The ASA ordered the brand to not to use sexualised images and text that were inappropriate for younger teenagers in ads to which those teenagers could have both direct and indirect access. Jack Wills said they would, in future, make it clear that consumers were required to be over the age of 18 to receive their correspondence by printing “Please note: You need to be over 18 years old to sign up for Jack Wills’ correspondence” on the opaque envelope their printed catalogue was distributed in.
The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]
Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]
Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]
Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]
Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016, has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]