Lovable complaints dismissed by ASB

The Advertising Standards Board has dismissed complaints against lingerie brand "Lovable."

Loveable had struck a deal with a major eating disorders charity and said it was “dedicated to changing the culture surrounding eating disorders and body image”... “by using happy, healthy models in our campaigns and promotional activities and by continuing to design intimates that are not created to objectify women’s bodies…”

Lovable then went ahead with an ad campaign that directly undermined these goals featuring "Miss Universe" Jennifer Hawkins. Men’s magazine FHM published the ad campaign with the headline “Cream of the crop” and described Hawkins as “hotter” and “stickier”.

Read - Everybody's lovable: especially if you're thin, hot, sexy and covered in ice cream

Click here to read the Advertising Standards Board determination.