Last week, we called out Goda Perfume for their strangulation-themed perfume ads. Multiple promotional videos for the perfume brand depict a man with his hands around a woman’s neck, apparently in response to her alluring perfume - and the women love it. (Because who doesn't love the risk of neurological damage, stroke or death?)

*We have intentionally used the word ‘strangulation’ rather than the commonly used but inaccurate term ‘choking’. Choking occurs internally when there is an airway obstruction, whereas strangulation refers to the restriction of air from external pressure to the neck. 

A staple ‘sex’ act in pornography, non-fatal strangulation has now become a common act outside of porn, with a growing number of women reporting being strangled by male partners during sex. Sexual strangulation has become so normalised it is referenced (and promoted) in advertising, TV, social media, fashion magazines, popular songs, baked goods and clothing – even on baby onesies.

While we continue to expose the harms of normalising strangulation as 'sexy', some defend the practice. We’ve responded to some of the more common claims below.

It’s no secret that mainstream porn is dominated by male violence and aggression against women. A report by the French equality watchdog last year found that as much as 90% of porn features verbal, physical and sexual violence towards women, and a significant amount constituted torture. 

As porn has become more mainstream, its messages – that violence against women is sexy, and women desire and enjoy violence and abuse – have seeped into mainstream popular culture. Strangulation or ‘sexual choking’*, an act of violence that has been popularised in porn, has become so normalised it is referenced and promoted in advertising, TV, social media, popular songs and on clothing – even for babies.

Shopping centres trade women's + kids' safety for porn company profits

In 2017, Westfield told us they "heard" our objections to sex shop Honey Birdette's floor-to-ceiling, objectifying, porn themed Santa ads displayed in their family malls.

Named 'champions for women' host BDSM-strangulation ads in their malls

'Choking is sexy, women love to be choked'. That's the message Honey Birdette is broadcasting to all-ages audiences in shop windows across the country.