Explicit lingerie ad banned after complaints

An Australian watchdog has pulled a lingerie ad from television screens after upholding a complaint about it being offensive to women.

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The ad, made by Crisp Advertising for Adelaide retailer Innerwear Lingerie, showed a woman walking into a tyre fitting shop in her underwear and asking the man behind the counter “can you fit me?”

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Its message was supposed to capitalise on the free professional bra fittings the family-owned business offers, but the Advertising Standards Board found that it breaches Section 2.4 of the Advertiser Code of Ethics.

Innerwear owners Evan and Tina Zorba received a barrage of complaints, with one person likening it to soft porn.

“There is no need for the ad to show a woman going to a mechanics in underwear and suspenders and suggestively bending over the counter to ask if they have all the quality brands. I feel it belittles women and their sexuality,” the complaint read.

In its final report, the board determined that the ad “depicted images which did not treat the issue of sex, sexuality and nudity with sensitivity to the relevant audience”.

The advertiser said the concept is intended to be quirky and tongue and cheek. “In no way was there any intention to discriminate against, objectify, exploit or degrade women. Innerware is a retailer of ladies underwear and the actress was wearing their product,” Crisp Advertising stated.




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