The Advertising Standards Bureau (ASB) has dismissed complaints against an ad of a naked male holding a hemp-leaf shaped soap in front of his genital despite claims that is is “soft porn”.
The global ad for its 'Hemp Soap on a Rope' product was distributed online and in-store posters and featured the tagline “Get Your Hands on the Good Stuff'.
Complaints claimed the ad was exploitative to men and was too sexual for a broad audience.
“The poster contains a naked man who's groin area is just covered by the soap and some shading. It's soft porn on the front of their shop and other media outlets,” one complainant said.
“I personally don't want my children seeing this just by watching me browse through Facebook when an ad of it pops up. It us adult material to be viewed by adults only if they choose.”
“Suggestive pictures [which are] borderline pornography are not ok in public and I am disappointed that this has been allowed.”
In response, The Body Shop said it was “adamantly opposed to sexual exploitation of any kind.”
“Whilst The Body Shop has never been boring, we have a long-standing values commitment to respecting and celebrating people from all walks of life, the environment and animals,” it said.
“We are adamantly opposed to sexual exploitation of any kind and have absolutely not sought to exploit anyone with this campaign.”
“Whilst the model used is clearly physically fit, he is absolutely covered in all the right places. As an aside, I do wonder whether we would have received as much negative attention had the model been less physically fit, as he clearly draws attention on that basis alone.”
The ASB dismissed all complaints against the ad noting that the model is not posed in overtly sexual manner.
“The board acknowledged that some members of the community would prefer that men were not used in a manner which utilises their gender to promote a product but considered in this instance the model is promoting a product that is directly related to showering and nakedness ie: a soap and that the portrayal of his body in the advertisement does not discriminate against or vilify a person or section of the community on account of gender,” the ASB said.
“The board agreed that there is a possible suggestion that the “good stuff” referred to in the image is the man’s body and that this could be considered objectifying of the man.
“The Board considered however that this reference is mildly sexualized and is a positive association to the man’s body rather than a degrading reference. The board noted that the use of this phrase is intended to be lighthearted and clever and as a slogan over the existing image does not amount to an overall tone that is degrading to men.”
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