The Panel noted that the advertisement was in the widow of shopping centres and considered that the relevant audience for this advertisement would be broad, and include children.

The Panel considered the second image. The Panel considered that the poses of the women in this advertisement were more sexualised, with the women holding each other as though they are about to kiss. The Panel noted that the bottom of the body suite worn by the woman who was standing was extremely high-cut and exposed a large amount of the woman’s groin area. The Panel considered that this in combination with the sexualised pose of the women was a highly-sexualised image which did not treat the issue of sex, sexuality and nudity with sensitivity to the relevant broad audience and that the advertisement did breach Section 2.4 of the Code.

Ad Industry self-regulation means they get away with it 

"The advertiser has not provided a response to the Panel's determination"

Sign the petition to Westfield here

“Domestic violence and femicide is a real issue, pairing that issue with alcohol is beyond disgusting.”

"We're a target;" Sex shop boss says she will ignore Ad Standards 

Exact examples of these poster advertisements cannot be found. For more info about the long history of Honey Birdette's highly sexualised, porn themed shop front windows click here.

"We are really sorry if anyone has been offended"

Honey Birdette is a serial sexploitation offender. The sex shop, located in shopping centres around the country, has attracted hundreds of complaints for its sexist advertising. Ad Standards has investigated complaints over almost thirty separate advertisements, upholding half, but Honey Birdette continues to sexually objectify women.

Last year, father and Collective Shout supporter Kenneth Thor launched a petition calling on Westfield shopping centres to stop Honey Birdette’s porn-themed advertising, but to date Westfield has failed to take any action. Enough is enough- Westfield must act on Honey Birdette sexual exploitation of women.

In this blog, we’ve compiled responses to some of the more common defences of Honey Birdette sexism.

1. "You see more flesh at the beach"

In response to Kenneth Thor's petition to Westfield, Honey Birdette founder Eloise Monaghan claimed, “You see more flesh at Bondi at 10 am.” Monaghan has clearly missed the point.

The presence of female flesh alone does not constitute sexual objectification. The inclusion of attractive women in an ad campaign does not constitute sexual objectification.

Sexual objectification occurs when a person, often a woman, is treated as a body, or series of body parts for others’ use and consumption, when her physical attributes and sexual capabilities are regarded as representative of her whole self or seen as determining her worth.

Commenting on Honey Birdette advertising, Australian researcher Dr. Meagan Tyler said:

"These are not just images of women's breasts, they are sexually objectified and commodified images of women's breasts in public space. These representations of women, that reduce us to consumable body parts, reduce our recognition of women's full humanity and make it more difficult for women to participate in public life."

As Dr Linda Papadopolous stated in Sexualisation of Young People Review:

“Although sexual objectification is but one form of gender oppression, it is one that factors into- and perhaps enables- a host of other oppressions women face, ranging from employment discrimination and sexual violence to the trivialisation of women’s work and accomplishments.”

Honey Birdette routinely promotes the sexual objectification of women in their floor to ceiling porn-themed advertising, featuring hyper-sexualised depictions of women’s bodies or even just parts of their bodies. The women in Honey Birdette advertising are portrayed as though they are for men’s pleasure, defined only by their sexual appeal and availability. The message is that women exist for men’s enjoyment and entertainment.

Objection to the sexual objectification of women is not an objection to women, nor is it an objection to women’s bodies. It is an opposition to sexism, to corporates who profit from the sexual exploitation of women and have the audacity to claim they are empowering women in the process.

2. "It's just women expressing their sexuality"

If Honey Birdette advertising is an expression of female sexuality, “for women, by women”, then why is it indistinguishable from the content in men’s softcore porn magazines?

Honey Birdette promotes a very narrow view of female sexuality, one in which youthful, slender, and typically white-skinned women are depicted as passive objects of male desire. Female sexuality as represented by Honey Birdette entails women being sexually appealing to men, exposing their bodies and mimicking porn-inspired poses and acts. How does this differ from the sexually objectifying depictions of women for a male audience? Essentially, it doesn’t.

In her TED talk about growing up in a ‘porn culture’, Professor Gail Dines encouraged the audience to critically analyse porn-inspired depictions of women in media and advertising. Pointing to a hyper-sexualised image of a female model, she said:

“Look at her clothes, look at her face, look at her posture, and look at her gaze...who is she speaking to? Because the notion is that every image has a reader in mind. Before you answer, do you think she’s speaking to her mother, saying, ‘Let’s go for a cup of coffee after the photo shoot?’ So who is she talking to? Who is she speaking to? Men. And what is she saying? ‘F*ck me’.”

Who is the ‘reader’ or the intended audience in Honey Birdette ads? And what is being communicated to them?        

Note the differing treatment of men and women in Honey Birdette ad campaigns. Lingerie clad women are posed alongside fully clothed men. What does this unequal treatment represent? Naomi Wolf, author of The Beauty Myth said, “Cross-culturally, unequal nakedness almost always expresses power relations.” 

It is in Honey Birdette’s interest to reframe their commodification of female bodies and sexuality as ‘female sexuality’ or ‘empowerment’. “For women, by women” may be a great marketing hook, but the promotion of sexist stereotypes and sexually objectifying imagery of women does not become an ‘expression of female sexuality’ simply because a company with vested financial interests says so.

3. "You're just easily offended"

This is not an issue of offence or personal taste. Our opposition to Honey Birdette’s constant sexually exploitative depictions of women is not on the basis of offence, but documented evidence of harm.

Representations of women that reduce women to mere sexual objects, as sexually available and existing for men’s use are problematic not because some people might be offended but because they cause harm, primarily to women and children.

Researcher Rebecca Whisnant distinguishes between offence and harm. Offence is “something that happens in one’s head”, whereas harm is “an objective condition, not a way of feeling; to be harmed is to have one’s interests set back, to be made worse off, to have one’s circumstances made worse than they were...Whether a person is harmed does not depend on how she feels.”

The harms of sexually objectifying portrayals of women are well established. A review of twenty years of research, from 109 publications containing 135 studies found:

“consistent evidence that both laboratory exposure and regular, everyday exposure to this content are directly associated with a range of consequences, including higher levels of body dissatisfaction, greater self-objectification, greater support of sexist beliefs and of adversarial sexual beliefs, and greater tolerance of sexual violence toward women. Moreover, experimental exposure to this content leads both women and men to have a diminished view of women’s competence, morality, and humanity.”

Honey Birdette’s attempts to paint those who object to their routine sexual exploitation of women as easily offended, prudish or even religious fundamentalists is a deliberate tactic to silence those who might threaten their profits, and to avoid engaging in meaningful discussions about the harms to women and children from the very sexual objectification they promote.

4. "It has no impact on kids"

Some people believe that children are unaffected by floor to ceiling soft-porn advertising in public spaces, such as Honey Birdette shopfront advertising. This view is not supported by the international research into the sexualisation of children and its corresponding harms.

Sexualisation of children refers to the imposition of adult models of sexual behaviour and sexuality on to children and adolescents at developmentally inappropriate stages and in opposition to the healthy development of sexuality. It encompasses sexual objectification and representation of children in adult sexual ways and in ways that imply the child’s value is dependent on conforming to a particular appearance, sexual display or behaviours. Children may also experience secondary sexualisation through exposure to sexualised advertising material and products aimed at adult consumers- like Honey Birdette shopping centre advertising. 

Pic credit MTR/Caters Media

The harms of sexualisation are extensive. In its 2007 Task Force into the sexualisation of girls the American Psychological Association concluded there was “ample evidence to show that sexualisation has negative effects in a variety of domains including: cognitive functioning, physical and mental health, sexuality and beliefs”.

Harms from exposure to sexualised content

There is a “growing body of evidence” of the harms to children from exposure to adult sexual content. The Royal Australian and New Zealand College of Psychiatrists noted that premature exposure to adult sexual images and values has a negative impact on the psychological development of children, in terms of self-esteem, body image and understanding of sexuality and relationships.

The objectification of women in media and advertising puts pressure on girls and women to conform to stereotypical sexualised beauty ideals. According to RANZCP, exposure to sexualising messages contributes to girls defining their self-worth in terms of sexual attractiveness, and the “excessive focus on appearance and narrow definition of attractiveness” contributes to the development of abnormal eating patterns and lack of positive body image.

Links between sexist advertising and violence against women

The NSW Government acknowledged the links between media and advertising reinforcing sexist and stereotypical gender roles and men’s violence against women in their 2016 report on sexualisation:

“The exposure to media representation of genders...can provide templates for what it means to be a boy/man (equated with sexual conquest and entitlement to access women’s bodies) and girl/woman (sexually available).”

“The NSW Government further maintains, in line with the National Plan to Reduce Violence Against Women and their Children 2010-2022, that such stereotyping contributes to attitudes that support or justify violence against women and girls.”

Honey Birdette targets kids

So far, complaints have been made against 28 Honey Birdette advertisements, with rulings against the retailer on 13 occasions. Children around the country are exposed to Honey Birdette advertising every day. Honey Birdette is well aware of parents' concerns for their children, as outlined in frequent complaints, but it is clear the wellbeing of children is not a priority for them.

In addition to their standard sexually objectifying advertising material, Honey Birdette have gone out of their way to attract the attention of children in their advertising in public spaces. Several Christmas ad campaigns have included imagery of beloved children’s figure Santa alongside lingerie clad women, in various BDSM themed scenarios. One advertisement even addressed children directly, with the slogan ‘Sorry Kids! We gave Santa the night off.’ Honey Birdette founder Eloise Monaghan dismissed complaints about the “fun” Santa campaign, commenting, “You can’t please everyone.” 

The retailer continued to put profits before the rights of children, refusing to take down the ad even after Ad Standards had found it was in breach. “Nobody tells Honey B’s when to take down her signage”, the brand posted on their Facebook page. 

The harms of sexualisation of children are well established and significant. We know that sexualisation presents a threat to the health and wellbeing of children, yet Honey Birdette arrogantly and repeatedly breaches the AANA code of ethics, showing a complete disregard for the most vulnerable members of our society.

Ad Standards has released a blog post naming the top ten most complained about ads so far in 2018. The list includes serial sexploitation offender UltraTune (#3) and the trailer for BDSM themed film ‘Fifty Shades Freed’ (#6).

From the post:

Community concerns about sexually suggestive content in advertising headlines the top 10 list of most complained about advertisements to 30 June. Concerns about violence are also highlighted.

So far this year Ad Standards has processed over 4,000 complaints, an increase of over 1,000 compared to the same period in 2017.

UltraTune have a reputation for sexually objectifying women in their advertising, depicting them as stupid and incompetent drivers- and they did so here. According to them, the vilification and humiliation of women is hilarious. Predictably, Ad Standards found that the women’s outfits were “not overly revealing” and they are shown to be “confident and in control”, and dismissed complaints. 

Why is a rapist fronting a major TV campaign?

The commercial, featuring convicted rapist Mike Tyson, attracted a whopping 134 complaints. Despite the overwhelming number of complaints over yet another UltraTune commercial that depicted women as brainless yet sexy, Ad Standards dismissed complaints.  

It is clear that Ad Standards view of “community standards” is not in line with actual community standards.

See also:

25 Reasons Why Ad Industry Self-Regulation is a Disaster

Ad watchdog in Australia a dismal failure – ASB “failing to protect children”, says President of Australian Medical Association

Why Australia Should Follow France's Lead on 'Degrading' Sexist Advertising

Sexualised Beatles lyrics printed on Wicked Camper

Earlier this year, Ad Standards announced long awaited changes to the AANA Code of Ethics regarding the use of sexual appeal in advertising.

We welcomed the updated code as a step in the right direction, hoping that the change would result in more complaints against sexist and sexually exploitative advertising being upheld. We continue to monitor and evaluate the effectiveness of the updated code to determine whether there has been any meaningful change in the advertising content that is permitted. Here is the latest example we’ve come across.

NGU Real Estate Ad

Complaints against NGU Real Estate have been upheld by Ad Standards. The ad for the Brisbane company was dubbed sexist, objectifying and dehumanising by complainants.

The real estate company’s three minute YouTube video showed bikini clad women, often headless or faceless, in a multi-million-dollar mansion, partying on a boat and swimming in a pool. The video featured gratuitous slow-motion shots lingering on specific body parts as well as sexual innuendo between women, with one woman suggestively sucking on her finger.

A still image from the video.

Ad Standards considered possible breaches of the following industry codes.

AANA Code of Ethics, Section 2.1:  Advertising or Marketing Communication shall not portray people or depict material in a way which discriminates against or vilifies a person or section of the community on account of race, ethnicity, nationality, gender, age, sexual preference, religion, disability, mental illness or political belief.

The advertiser, NGU Real Estate, claimed the sexist ad did not discriminate against women because “there are no acts of inequity, bigotry or intolerance against women”, adding that the models are portrayed “in a position of power and confidence” as a justification for sexually exploiting women’s bodies and sexuality for profit.  Ad Standards agreed with the advertiser’s assessment:

“The Panel noted that the women in the advertisement were depicted as comfortable and confident and did not appear to be in distress or at the property against their will.”

Ad Standards determined the advertisement did not breach Section 2.1 of the Code.

AANA Code of Ethics, Section 2.2: Advertising or Marketing Communication shall not employ sexual appeal: (a) where images of Minors, or people who appear to be Minors, are used; or (b) in a manner which is exploitative or degrading of any individual or group of people.

The Panel referred to a specific scene which shows “women as being similar to cattle” and considered that this particular scene in the advertisement did employ sexual appeal in a manner which is exploitative of women by portraying women as commodities or objects to possess.

The Panel found that the ad was in breach of Section 2.2 of the code.

AANA Code of Ethics, Section 2.4: Advertising or Marketing Communication shall treat sex, sexuality and nudity with sensitivity to the relevant audience.

According to the case report:

“The Panel considered that there is sexual innuendo in the advertisement in the form of licking/sucking fingers and trailing fingers along shoulders but that this is only innuendo.

“The Panel noted that there is no actual nudity depicted in this advertisement. The Panel considered that the women in the advertisement are scantily clad, but that there were no nipples or genitals visible.”

The Panel found that the ad was not in breach of Section 2.4 of the code.

Ad standards is still failing women

While in this case, the complaints were upheld, it is clear that Ad Standards does not understand the nature of sexual objectification or why it is harmful. Treating women as sexualised props and defining women by their sexual appeal harms women as a whole, even if advertisers portray them as confident sexualised props. Sexual objectification may occur with or without nudity, with or without the presence of visible nipples or genitals. Ad Standards ongoing failure to grasp such concepts is alarming and indicates the current system is severely lacking.

What’s more, the many weaknesses in the code embolden advertisers to disregard Ad Standards rulings, as outlined in the final comments by NGU Real Estate:

Legal counsel advice confirms the following:

- NGU is not required by law to remove the ad or any part of the ad.

- NGU voluntarily elected to remove the instances of concern identified by the panel

and the complainant.

- The advertising standards and code are guidelines.

- Advertising is self-regulated.

- NGU did not act unlawfully.

While the revision to Section 2.2 of the AANA Code of Ethics is a step forward, we still have a long way to go.

See also:

25 Reasons Why Ad Industry Self-Regulation is a Disaster

Ad watchdog in Australia a dismal failure – ASB “failing to protect children”, says President of Australian Medical Association

Why Australia Should Follow France's Lead on 'Degrading' Sexist Advertising

We are very pleased to report that we have successfully defended our movement against legal threats from Sexpo, with the Federal Court in Brisbane dismissing an application  brought against Collective Shout by Sexpo Limited. Sexpo Limited was also ordered to pay Collective Shout’s costs.

It was in May 2017 that we were alerted to public buses servicing school routes in Perth that featured advertisements for Sexpo. The ads included the web address for one of their sponsors, a broadcaster of live streamed sex shows.

Ad Standards dismissed complaints and rejected our request for a review. Case Manager Nikki Paterson claimed that advertising live sex shows on the side of a bus was not a breach of the code. Our petition to prevent similar ads on Brisbane buses, due out the following month, attracted over 5000 signatures.

Brisbane Sexpo ads running on school buses, billboards- News.com.au

Sexpo’s lawyers threatened to sue Collective Shout for damages for “misleading and deceptive behaviour” under consumer law, citing social media posts by two staff members.

Sexpo claimed that Collective Shout was misleading because the bus ads promoting MyFreeCams.com did not share a url, and only included the words ‘My Free Cams’ with no .com to follow. They also denied that the image existed on a bus or any other physical medium. Take a look at a range of photographic evidence that proves otherwise:

In the weeks following the release of our petition, the ‘.com’ from the following billboard was blacked out:

Last month, The Honourable Justice Reeves dismissed Sexpo’s application against Collective Shout, concluding:

I do not consider Sexpo has established that it held a reasonable belief that it had suffered any harm to its commercial reputation as a consequence of Collective Shout’s alleged representations such that it may have a right to obtain relief in a claim against it. Sexpo’s application under r 7.23 must therefore be dismissed. I will order accordingly.

Justice Reeves also noted that Sexpo provided more than 500 pages of affidavit material in connection with their application, yet only three paragraphs were directly devoted to the existence of Sexpo’s belief about its right to obtain relief from Collective Shout, an argument ultimately rejected by the judge. Real the full judgment here.

The ruling against Sexpo is a significant victory- not just for Collective Shout and our supporters, but for all those who support the rights of children to live free from pornography. The sex industry in Australia has been permitted to target children with advertising for pornography and prostitution in public spaces for too long, and we are more committed than ever to stand up for the rights of children.

See also:

Sexpo organisers take on prominent feminists in Federal Court- Courier Mail 

Brisbane Sexpo ads running on school buses, billboards-News.com.au

Sexpo loses federal court bid against anti-sexualisation organisation- Brisbane Times

Corporate Paedophilia: Ad Standards Board justifies promoting porn sites to children

Last year, father of three Kenneth Thor started a petition calling on Westfield to stop Honey Birdette’s consistent sexist and porn-inspired imagery in shopping centres across the country.

More than 61,000 people share Kenneth’s concerns about the retailer’s ongoing depictions of women as sexual playthings for men, yet to date, Westfield has failed to demonstrate corporate social responsibility or even respond to hundreds of complaints.

Honey Birdette is a serial sexploitation offender, attracting numerous complaints to Ad Standards for its sexually objectifying treatment of women. The sex shop even made the Ad Standards top ten list of most complained about ads in the country in both 2015and 2016. When complaints against Honey Birdette have been upheld, they refuse to comply, even stating, “Nobody tells Honey B’s when to take down her signage!”

Honey Birdette employees protest sexual harassment and workplace bulling

In a response to Kenneth’s petition, CEO Eloise Monaghan once again dismissed legitimate concerns over Honey Birdette’s sexist treatment of women, claiming,

“You see more flesh on Bondi Beach at 10 a.m.”

Monaghan has missed the point.

What is sexual objectification?

The presence of female flesh alone does not constitute sexual objectification. The inclusion of attractive women does not constitute sexual objectification.

Sexual objectification occurs when a person, often a woman, is treated as a body, or series of body parts for other’s use and consumption, when her physical attributes and sexual capabilities are regarded as representative of her whole self or seen as determining her worth.

As Dr Linda Papadopolous stated in Sexualisation of Young People Review:

 “Although sexual objectification is but one form of gender oppression, it is one that factors into- and perhaps enables- a host of other oppressions women face, ranging from employment discrimination and sexual violence to the trivialisation of women’s work and accomplishments.”

Honey Birdette routinely promotes the sexual objectification of women in their floor to ceiling porn-themed advertising, featuring hypersexualised depictions of women’s bodies or even just parts of their bodies. Women in Honey Birdette advertising exist for men’s pleasure, defined only by their sexual appeal and availability. The message is that women exist for men’s enjoyment and entertainment.

Honey Birdette same-sex marriage marketing stunt slammed as ‘worse than Pepsi’

Objection to the sexual objectification of women is not an objection to women, nor is it an objection to women’s bodies. It is about opposition to sexism, to corporates who profit from the sexual exploitation of women and have the audacity to claim they are empowering women in the process.

What about ads showing men in underwear?

Monaghan went on to suggest Honey Birdette is the victim of a double standard because there is no outcry over ads showing men in underwear.

Again, the issue is not and has never been about underwear. The depiction of men or women in underwear is not inherently degrading or sexualised, nor does it require women to be objectified and exploited. Just look at the lingerie ad below by Badger and Winters who “made a commitment to never objectify women in our work”.

While we have spoken out against the objectification of men, the objectification of men is not nearly as prevalent as the everyday sexualisation and objectification of women in media and popular culture. Women are far more likely to be objectified and to be negatively impacted by objectification. Men featured in advertising are not typically demeaned, dismembered, treated like decorative objects, or posed as vulnerable and submissive in the way women frequently are. Read more here.

In the #MeToo era, with a growing community awareness about alarming rates of men’s violence against women and the relationship between the objectification of women and men’s violence against them, companies like Honey Birdette continue to put their profits before the respect, dignity and wellbeing of women. #TimesUp Honey Birdette.

See also:

"When will somebody figure out Honey Birdette has no intention of playing by the rules?"

Female Empowerment? Why Feminism Deserves Better than Honey Birdette- ABC Religion and Ethics

Sign petition- STOP Honey Birdette using porn-style advertising in Westfield family friendly centres.