“bordering on pornographic…the women were being objectified”

Honey Birdette has been ordered to remove objectifying ads in a recent ASB ruling:

Overall, in the ASB's view, the advertisement did breach Section 2.4 of the Code which states that "Advertising or Marketing Communications shall treat sex, sexuality and nudity with sensitivity to the relevant audience. Finding that Honey Birdette's advertisement did breach this section of the code, the ABS upheld the complaints that it received.  

In another related win, The Adelaide Advertiser has reported that Rundle Mall Myer Centre manager Peter Lee has told Honey Birdette that their shopping centre will not allow these ads. Mr Lee has said:

“We have been liaising with the retailer’s national office in this regard and have requested the current posters be removed from display as soon as possible” 

“They'd never be able to use those images in prime time to advertise, so why do I have to subject my young son to that imagery when all I wanted was to go get him some new shoes for preschool?”

For the month of July, the most highly reported offender was Honey Birdette, with eight separate complaints received. We had many parents reach out to us outlining how their children were confused and shocked by the new larger than life semi-nude posters that cover the store frontage. We have long reported on issues with Honey Birdette - including the sexploitation of their own staff. Their latest extremely racy and highly inappropriate advertisements at shopping centres throughout Australia have caused a huge stir and outrage among the general public

When will changes be made to the failed advertising self regulation system?

In December last year Honey Birdette released a series of posters for display in their shop windows around the country. Consumers lodged their complaints with the Advertising Standards Board who eventually determined that two of the four posters did in fact breach the code of ethics.

Honey Birdette have repeatedly breached the code of ethics. But there are no penalties for repeat offenders. And by the time the ASB made their determination in January, the posters had already been up for weeks, and had since been replaced by the next months promotional signage.

How many children were exposed to these harmful images in the meantime? Why must families doing their weekly grocery shop continually be exposed to hyper-sexualised content against their will? 

We've outlined 25 flaws to the current self regulatory system here. 

Take action: 

Contact your MP regarding the flaws in the current system. 

"The Board noted the women’s nipples are covered"

And the Advertising Standards Board says its ok

This is a billboard advertisement in Brisbane for Honey B’s strip club. See that building behind the billboard? That’s a school.