Description:
The ads, which appeared on the advertiser’s website, promoted new clothing styles from the brand. The ads featured 2 pictures, one of a woman shown from behind, leaning over, wearing a denim skort, and another of a woman sitting on grass in only a bikini bottom.
Complaint:
Twenty-six complainants objected to the ads, as they considered they were sexist and hypersexualized. The complainants objected to the sexualized poses of the models, raising that these created harmful gender stereotypes and objectified women. Some complainants felt that this undermined women’s dignity, negatively impacted their mental and physical health and reinforced gender inequality.
Response:
The advertiser responded that the ads were part of a campaign that had ended before Council met. They stated that the ads showcased trending and comfortable clothing, modeled by confident adult women. They explained that the intent was to promote body confidence, authenticity, and women finding their own person style. This reflected their main clientele, self-assured mid-twenties women, as well as their strength and empowerment.
Decision:
Council reviewed the advertisements, along with the advertiser’s response.
In its deliberations, Council considered that the women’s poses were suggestive, focusing on a topless woman while barely displaying the bikini bottom being advertised. Some members noted that the ads objectified and depreciated women’s bodies, while others expressed concern that the use of hypersexualised pictures could send harmful messages to younger audiences, potentially undermining their body confidence and mental health. While Council appreciated the advertiser’s response, some members felt that the intended message differed considerably from what the ads actually conveyed, for example, that the ads did not reflect comfort and authenticity.
Council unanimously acknowledged the hypersexualized nature of the images. A majority of members considered that portraying women in such positions objectified their bodies, and further believed that the ads were demeaning and undermined women’s dignity.
For these reasons, a majority of Council members found that the ads breached Clause 14(c), which provides that advertisements shall not demean, denigrate or disparage one or more identifiable persons, group of persons, firms, organizations, industrial or commercial activities, professions, entities, products or services, or attempt to bring it or them into public contempt or ridicule.
A majority of Council members also found that the ads contravened Clause 14(d) by undermining human dignity and presenting an indifference to attitudes that offend the standards of public decency prevailing among a significant segment of the population.
Infraction:
Clause 14(c) and 14(d)
