Fashion retailer, Misguided, ITV’s Love Island advertiser, has landed in hot water with the ASA over a poster depicting a model in an overtly sexual pose.
The brunette was featured in nothing but black high heels, matching black blazer and sheer tights and gloves. With her head tilted backward, open mouthed and one leg bent and raised, it proved a step too far for the ASA (Advertising Standards Authority).
The governing body didn’t explicitly mention the model was sans knickers but they banned the ad saying “the model was wearing a blazer with nothing underneath, which exposed the side of her breast” and that it “overly sexualised” and “objectified women” .
Concerned parents blew a gasket when the provocative poster was plastered over train station platforms in November and they robustly complained to the ASA.
Misguided fought back insisting “they strongly contested” claims that the poster objectified women and that promoting “female empowerment was extremely important to them”. It’s not the first time the retailer has been sent to the ad dog house. The watchdog called the retailer’s controversial television advert broadcast on ITV’s Love Island “irresponsible” and “highly sexualised”.
So, how much is too much? Are we becoming a nation of prim Victorians or should we seek to further control sexually suggestive advertising? If you take a peek at the banned Love Island ads, you may think they are a tad OTT but the counter argument is the cat is already out of the widely accessible porn bag.
Interestingly, the ASA cleared the second advert of the same model in a pink mini dress. On this poster her head was tilted to the left and her legs tucked away with less breast exposure. This indicates that for the authorities, the sexual tipping point is finite.