Ad Standards received dozens of complaints on multiple lingerie ads in August.
Most were dismissed but a television ad featured on-demand and free-to air-from lingerie brand Bendon Ltd breached section 2.4 (sex, sexuality and nudity) of the AANA Code of Ethics for being shown at a time when the audience was broad and likely to included children.
The advertisement features several women in lingerie playing poker. There are close-ups of the details of the lingerie. The ad finishes with the tagline "It's your game" and information about where to purchase the lingerie.
Ad Standards received several complaints some include:
“I thought is was somehow a pornographic program on SBS or streaming app somehow. Totally inappropriate during family viewing time especially with children watching Who Wants to Be a Millionaire with families.”
“Very offensive … all that could be easily watched by children as it is on free tv channel.”
“Exposed my 11 year old child to overly sexual content. She actually commented that it’s inappropriate and asked why they are zooming in on their private parts.”
“The advertisement is essentially soft porn.”
The Community Panel considered that such imagery may be appropriate at other times but its broadcast during the late afternoon and early evening when children are likely to be watching television with their family was not appropriate.
In response, the advertiser is no longer running the ads and will not be used again in those mediums (TV and TV on demand).
The advertiser also flagged a problem with the broadcaster: “We were told by 9Now that the video has an M rating and be run after 9:30pm, so we are in communication with our media representative regarding the placements outside of agreement.”
Also other lingerie companies have been receiving a number of increased complaints in August.
Although dismissed, an Instagram advertisement and three posters (0164-22, 0165-22, 0173-22) by Honey Birdette received complaints.
Bras n' Things received multiple complaints for a TV-out of home ad which features several women from the neck down all wearing shirts, and various styles of underpants including g-string and brazilian cut.
Although Ad Standards found the ad to not breach any other section of the Code and dismissed the complaints, in response the advertiser said:
“Upon reflection, there was one set of knickers that may have been seen as offensive and we would look to remove this in future.”
Similarly a Bras n' Things poster received multiple complaints of inappropriate nudity in a family environment.
Again The Panel determined the advertisement did treat sex, sexuality and nudity with sensitivity to the relevant broad audience and did not breach Section 2.4 of the Code.
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