Teenagers In Their Undies Are A No Go According To Brit Ad Standards

Teenagers In Their Undies Are A No Go According To Brit Ad Standards
SHARE
THIS



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:

jack wills

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.

wills2

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.

Please login with linkedin to comment

global goals Jack Wills

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]