M&S lingerie ad cleared of being ‘overtly sexual’

A Marks & Spencer lingerie campaign fronted by model Rosie Huntington-Whiteley has been cleared by the Advertising Standards Agency after the store received complaints that the images reinforced sexual stereotypes.

The campaign featured three digital outdoor ads, which showed Rosie Huntington-Whiteley model her Rosie for Autograph collection in a series of moving images.

Seven complaints were made by the public who believed that the adverts were degrading to women and overtly sexual, and questioned whether the images were unsuitable for public display where they could be seen by children.

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Marks & Spencer’s said that "the brand positioning was a range designed by a woman for women, as opposed to being designed for the titillation of men.

"The purpose of the campaign was not to show Rosie as being overtly sexy but to show the product off in the best light," they continued.

The ASA said: "We did not consider that there was anything in these ads that implied sexual activity, nor did her pose or behaviour draw attention to particular parts of her body in a way that was sexually suggestive.

"Although we considered that some members of the public would find the nudity in the ads distasteful, we did not consider that the ads were likely to cause serious or widespread offence, or that they were unsuitable for public display where they could be seen by children."

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