“Would not breach the Code”: Ad Standards refuses to review ads depicting women in sheer lingerie

Ad Standards will no longer consider complaints against depictions of women in sheer lingerie.

In response to a complaint regarding a Bras N Things shopfront advertisement featuring a woman in a see-through bra, Ad Standards told the community member who objected that the ad would not be reviewed by the Panel.

While noting the concern did fall within the advertising rules, Ad Standards wrote that “the issue [had] been considered on many occasions by the Panel” and they had previously determined depictions of women in sheer lingerie – where their private parts are visible – were not in breach of the code.

We note that Ad Standards has previously justified sexualised and porn-themed advertising on the basis that there was “no explicit nudity”.

Pornified representations of women’s bodies – and parts of their bodies – are defended by Ad Standards as “relevant to the product”.

Degrading portrayals of women as sexually available for men – including those that sexualise violence against women – are dismissed as apparently intended for an adult audience, even when in public spaces frequented by families and children.

At any time, Ad Standards appears to take whatever (even contradictory) stance allows them to dismiss the most complaints – perhaps because it is in their best interest to do so? Given the advertising code is voluntary, Ad Standards rulings are not enforceable and there are no penalties for repeat offenders or non-compliance – rendering the whole system useless – it may be preferable for Ad Standards to simply refuse to consider community complaints so they can maintain the fantasy that ad industry self-regulation is working.

At least it’s working for the ad industry.

A 2008 government inquiry into the sexualisation of children concluded, "This is a community responsibility which demands action by society. In particular, the onus is on broadcasters, publishers, advertisers, retailers and manufacturers to take account of these community concerns." 17 years on, none of the recommendations – which included pre-vetting of ads – have been implemented. Similarly, recommendations from the 2011 Reclaiming Public Space inquiry, which included a self-funded co-regulatory system being set up if nothing changed – have not resulted in action.

We need a complete overhaul of the current system to stop the everyday, normalised sexual objectification of women and girls. Ad Standards has proven time and again they cannot be trusted to regulate advertising, and more than this, that they will continue to put the vested interests of advertisers ahead of the humanity of women and girls.

The sexist ads endorsed by Ad Standards

Why Australia Should Follow France's Lead on 'Degrading' Sexist Advertising - ABC Religion and Ethics