A "sexually suggestive" advert for a lingerie boutique has been banned for "objectifying" women.
READ MORE: Shocked Glasgow shopper finds potato scone in her new handbag
The racy 'Tease The Season' ad for Silks boutique in Glasgow, featuring an image of a woman in lingerie leaning forward to emphasise her bust, was found to be in breach of rules regarding "harm and offence".
One person complained to watchdogs after seeing the poster - which only featured the woman’s body only and not her head or face - in East Renfrewshire.
They believed the ad objectified women.
The Advertising Standards Authority (ASA) launched an investigation but Silks did not respond to the ASA’s enquiries.
The ASA not only banned the ad after upholding the complaint, but also raised concerns about Silk’s lack of response and "apparent disregard" for the Code.
READ MORE: Shocked Glasgow shopper finds potato scone in her new handbag
An ASA spokesman said: "The ad did not show the model’s face, and focused only on her body which was posed leaning over in a way that emphasised her chest.
"We considered that the model’s pose and the image - combined with the text 'Tease the season' - was sexually suggestive.
"We considered that, by focusing entirely on the model’s body without showing her head, and in the context of a sexually suggestive pose and byline, the image invited viewers to view the woman’s body as a sexual object.
"For those reasons, we considered that the ad objectified women and we therefore considered that it was likely to cause serious or widespread offence."
READ MORE: Shocked Glasgow shopper finds potato scone in her new handbag
He added: "The ad must not appear again in its current form.
"We told Silks not to use ads that objectified women and that were therefore likely to cause serious or widespread offence.
"We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in the future."
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereLast Updated:
Report this comment Cancel