The following is a complaint to Ad Standards we received from a supporter. The complaint was made in response to a Bras N Things advertisement featuring a woman wearing nothing but lacy panties and in bold red font, the words “THE TAKE IT ALL OFF SALE.”

I register this complaint under sections 2.2 and 2.4 of the AANA Code of Ethics. 

This advertisement degrades women as a group by telling females to “Take it all off” — a clear double entendre that isn’t even accurate in terms of the 50% sale it is advertising. The inaccuracy of the slogan reinforces the intention of the retailer to sexualise women. The advertisement appears in full view of children (the ‘relevant audience’) walking through the mall. The slogan is short enough and simple enough to be read by children and its meaning interpreted by girls who already receive a constant bombardment of advertising messages about how their worth as humans is measured by their sexuality.

This slogan is directed at a general representation of women that exploits women sexually for the sexual aggrandisement of men, and degrades women by reducing them to objects to be consumed. It should be noted that men are not similarly sexually objectified and commodified by such types of advertising slogans.

Presumably, BNT couldn’t run with the more accurate ‘Take it half off’ — it was a 50% sale — because it would be rather too close to the common ‘Take your top off’ mantra recited by packs of young males at events such as schoolies week. The message is clearly sexual in nature and exists within the context of a rape culture in which young women are accosted by males who shout at these women things such as, ‘take your top off’, ‘get your tits out’, and ‘get it off’. If you’re not sure what rape culture is, or don’t believe it exists, then I invite you to watch this clip.

I would then invite you to explore some of the extensive literature on how the sexualisation of women by advertisers and marketers contributes to the legitimation of male violence towards women and girls. A sample of this academic, evidence-based literature can be found here.

If the Community Panel considers that the sexual appeal is only ‘mild’ — even if you consider there to be any sexual appeal at all — then the above reading list will show that ‘mild’, individual instances of sexually objectifying advertising of women all add up to the dehumanisation of women as a social class. 

Please note that I am not making a complaint about nudity, how relaxed or in control of her situation the model might appear, the fact that the retailer has a right to advertise what they sell, taste, offence, choice, individualism, the personal history or consciousness of the model, the empty concept of ‘empowerment’ as it is used in relation to women’s choices. Of course there is nothing inherently degrading about a woman in underwear — but a sexualised woman being told and/or telling others to take all that underwear off degrades and exploits all women. 

Have you seen an ad that sexually objectifies women? Make a complaint to Ad 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

It’s that time of year again. Every year in the lead up to Christmas, we release our annual blacklist of corporate offenders who have objectified women and sexualised girls throughout the year.

You can send a message about the importance of corporate social responsibility by ‘voting with your wallet’ and making ethical purchasing choices. Give these stores a miss this holiday season. 

“Every time you spend money, you’re casting a vote for the kind of world you want.” –Anna Lapse

It's that time of year again, already! As Christmas approaches, retailers are kicking it up a notch competing for your business, and Collective Shout releases our annual blacklist of corporate offenders who have sexualised girls and objectified women throughout the year. These companies do not respect women, they have not changed their ways, and they don't deserve your money. 

You can speak with your wallet and show these companies that sexually exploiting women and girls is bad for business.

Below is our boycott list for 2016:

Lingerie retailer Bras'N'Things has been forced to discontinue a Playboy video ad due to its overtly explicit content.

While many associate Playboy simply with its branded items or magazine, Playboy Enterprises own various adult TV channels and websites, broadcasting brutal, hardcore pornography. Retailers that stock Playboy branded products are helping Playboy to produce and distribute content that objectifies and degrades women.

Consumers lodged complaints with the Advertising Standards Board after being exposed to the sexualised content which was playing on TV screens in the retailer’s front windows in full view of passers by including children.

Complaint about porn brand advertising and its impact on children mischaracterised as complainant being "offended by images of lingerie clad women in shopping malls where children can see them."

What will 30 minutes at Chadstone Shopping Centre tell us about our pornified culture?

It’s that time of year again! As the Christmas season draws near, companies are competing for your business.

Now is the time to reflect on corporate behaviour this past year and remember those companies which objectified women and sexualized girls to sell their products and services. These companies do not respect women and do not deserve your Christmas cash.

You can send a powerful message by making ethical purchasing choices and refusing to financially support companies who rely on sexploitation to flog their products.

Here's our 2015 list of corporate sexploitation offenders:

While many associate Playboy simply with its branded items or magazine, Playboy Enterprises own various adult TV channels and websites, broadcasting brutal, hardcore pornography. Retailers that stock Playboy branded products are helping Playboy to produce and distribute content that objectifies and degrades women

As part of our 'Cross 'em off your Christmas list' campaign we have compiled a list of retailers who are stocking Playboy branded merchandise. The campaign aims to help consumers make ethical Christmas shopping decisions and reject companies that have not demonstrated corporate social responsibility.

As reported by News.com.au

According to the magazine’s account of the book, Madison claims she was offered drugs when Hefner discovered her as a 21-year-old Hooters waitress.

It’s that time of year again! With the Christmas season upon us, retailers are taking it up a notch competing for your business.

Now is the time to remember the companies who objectified women and sexualized girls to sell products and services. They do not respect women and have refused to change their ways. They should not be allowed to profit on the backs of women and girls.