An email advertisement from stock research and advisory business Stocks Down Under has breached the AANA Code for a 'exploitative' and 'degrading' picture of a women.
The image contains a man dressed as Santa with his hand placed on the buttock of a woman in bikini bottoms.
The complaint submitted to Ad Standards raised concerns that the ad objectifies women.
"Containing a still image of an exposed female bottom being groped by Santa... I feel this has not only disrespected the dignity of women but also has the potential to perpetuate harmful stereotypes," the complaint stated.
Image via Ad Standards.
Despite being contacted, the advertiser did not respond.
The Ad Standards Panel found the ad to breach sections 2.2 (exploitative or degrading) and 2.4 (sex/sexuality/nudity) of the Code as the depiction of the sexualised interaction between the woman and the man dressed as Santa, suggests she is an object available for sexual pleasure.
"The overall impression of the image is that the woman is an object available for the pleasure of the man dressed as Santa and/or the clients of the business," the Panel said.
"The woman’s whole body and face is not shown, and that this is dehumanising and reduces the woman to her body parts - the impression of the advertisement is that the woman, and women in general, are objects or commodities who do not have authority over their sexual engagement.
"[Plus] the exploitative and degrading depiction of the woman was not relevant to the product being promoted - the advertisement did not treat the issues of sexuality and nudity with sensitivity to the relevant audience of the business’ email subscribers."
Again, despite being contacted, the advertiser did not respond and Ad Standards is working with the relevant authorities regarding this issue of non-compliance.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.