ASA says dozens of breast activity on Twitter and billboards are harmful and offensive
#Adidassports #braads #bannedUK #objectifyingwomen
Britain’s advertising watchdog has banned Adidas from running a campaign featuring dozens of breasts to promote diversity in its sports bra range because it used explicit nudity and appeared where children could see ads.
Versions of the campaign, which ran on Twitter and selected major billboard sites, led to 24 complaints to the Advertising Standards Authority that the ads were gratuitous and objectified by “making women sexy and shrinking them to body parts” Women, past and potentially harmful, are offended by what children see.
Adidas UK defended the images, saying they were not gratuitous or erotic, but were meant to “reflect and celebrate different shapes and sizes and illustrate diversity”.
The sportswear company said the images were cropped to protect the identities of the models and that everyone volunteered and supported the campaign’s goals.
Adidas added that it did not place the ad on billboards or billboards near schools or places of worship and did not believe the campaign would cause harm or harm to children.
The ASA said depictions of bare breasts, including in ads that use pixelation to blur models’ nipples, “may be considered explicit.”
Go to Business Today’s daily email or follow Guardian Business on BusinessDesk’s Twitter
“We noticed that the breasts were the focal point of the ad, and there was less emphasis on the bras themselves, only mentioned in the accompanying text,” ASA said. “As the ads contain overt nudity, we felt they needed to be carefully positioned so as not to offend viewers.”
The ASA said the large billboard pages were not targeted and could be seen by people of all ages, including children, so the ads could be a source of widespread attack. The ASA said the use of the ad on Adidas’ Twitter feed was inconsistent with what is typically posted and could be offensive.
“Advertising must not reappear as an objection,” the ASA judged. “We have instructed Adidas UK to ensure their ads are not offensive and are targeted responsibly.”