Advertising Standards Board disagrees over sexualised Honey Birdette ads

The Advertising Standards Board is made up of 20 people from across Australia with various professional backgrounds, however they didn't quite see eye to eye when determining whether the latest Honey Birdette posters were in breach of the code. 

These complaints were all subsequently dismissed.

Image 1:

"A minority of the Board considered that image 1 was overly sexual and there was a suggestion that the woman’s nipple was visible through the black lace.

The majority of the Board however considered that the image was only mildly sexual and the woman was appropriately covered. The majority of the Board considered that the image was not inappropriate for a broad audience which would include children."

Image 2:

"A minority of the Board considered that the lace underwear did not appropriately cover the woman’s bottom and that the focus of the advertisement was on the woman’s body, not the underwear, and the pose of the woman was sexualised and not appropriate for a broad audience which would include children.

The majority of the Board however considered that the underwear did appropriately cover the woman and that the focus of the advertisement was to show the back of the lingerie and that in this context the image was not overly sexualised and would be appropriate for a broad audience."

Image 3 and 4:

"The minority of the Board considered that the lingerie depicted in the posters was overly sexualised with the straps and buckles suggestive of bondage. The minority of the Board considered that this style of lingerie was not appropriate for a broad audience which would include children.

The majority of the Board however considered that the lingerie appropriately covered the woman. The majority of the Board considered that the focus was on the lingerie not on the woman, and considered it is appropriate for advertising to feature the product being sold."

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The board members are:

 


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