Lingerie company Bluebella has attracted criticism over a new ad campaign featuring British female rugby players on the field in lingerie.

The company claims the #StrongIsBeautiful ad campaign challenges stereotypes that “strong female form is not ‘feminine’”. 

Sexploitation 

As published by www.ausport.gov.au Reprinted with permission

The Ultra Tune brand has become synonymous with misogyny and sexist portrayals of women in its advertising over many years. We have documented the company’s use of degrading gender stereotypes, its vilification of women resulting in multiple Ad Standards’ rulings against it and the engagement of known perpetrators of sexual assault and domestic violence in the production of its ads. 

Ultra Tune's sexist ads were broadcast during the Australian Open, including the women's matches, serving to undermine the public's celebration of women in elite sport. 

Last month, we wrote to Craig Tiley, CEO of Tennis Australia and Tournament Director for the Australian Open, who is also a Male Champion of Change to "end everyday sexism", and asked him to inform Channel 9 that he did not want Ultra Tune to be represented as a sponsor of his tennis-related events. We have not received a response. 

Click here to read the full letter. 

See also:

SLAMMED! Sexist Ultra Tune ad broadcast during women’s tennis condemned

Why is a rapist fronting a major TV campaign?

Sexism, plastic surgery pressure, strip clubs and other reasons to boycott Ultra Tune

It was in 2013 that women’s surf brand Roxy was slammed for their sexist “all sex no surf” Pro Biarritz trailer.

Formula One has announced plans to end the long-standing tradition of using so-called ‘grid girls’.

F1’s managing director of commercial operations, Sean Bratches, said in a statement,

“While the practice of employing grid girls has been a staple of Formula 1 grand prix for decades, we feel this custom does not resonate with our brand values and clearly is at odds with modern day societal norms.”

Essentially, Formula One has recognised that the use of women as props or accessories for men is sexist and outdated, and incompatible with gender equality.

Photo credit: Reuters, Ralph Orlowski

The move to discontinue the use of ‘grid girls’ has attracted praise from Women’s Sport Trust, which aims to raise the visibility and increase the impact of women’s sports. In a response on their website, the organisation supported the decision and encouraged cycling, boxing and UFC to follow suit. “These changes are taking place because global businesses are making a considered choice about how women should be valued and portrayed in their sports in 2018,” they concluded.

The practice of using ‘grid girls’ (who are not girls, but adult women) sends a message that women’s most valuable contribution to the sporting arena is their sexual appeal. Women remain on the side lines in a supportive role for the real athletes and drivers, who are men, while playing the part of eye candy. Formula One’s decision to end the sexist practice is a welcome step forward in challenging sexism and in encouraging female participation in sport.

In the wake of the #MeToo movement, exposing the epidemic of men’s sexual exploitation of women, the casual sexism and objectification of women must be recognised as a significant contributing factor. We applaud Formula One’s leadership and hope these changes lead to a cultural shift.

Last year over 22,000 people signed a petition calling on Roxy to pull their 'all sex no surf' promo for the 2013 Pro Biarritz women's surf comp.

The "I support Women in Sport" awards hosted by Women's Health Magazine faced social media condemnation for its decision to hire body painted semi-naked models to parade and pose on the red carpet for the event.

[UPDATE] 'We got it wrong' - Women's Health Mag apologises for semi-naked painted models at sports awards

The Women's Health Australia "I support women in sport awards" was held this week to recognise the achievements of Australia's female athletes.