Ad watchdog: ‘BOOBS’ is not an inappropriate word when selling bras
Around 35 complaints to the Advertising Standards Board (ASB) against the Bonds ‘Boobs’ campaign have been dismissed, with the ASB ruling the term is not inappropriate in the context of selling bras.
The campaign, which launched in October, saw Bonds change its name to ‘BOOBS’ across all signage, including all social media channels, and across billboards in capital cities.
The campaign aimed to make a statement about Bonds being in the bra industry while also marking the renewed partnership with the National Breast Cancer Foundation.
A complaint to the ASB regarding Bonds’ teaser billboard campaign read: “I find the word “boobs” to be inappropriate in the context of advertising. If the word is not appropriate for children to use during school hours and deemed offensive in that context, then I don’t understand how it is appropriate for the same word to be used for mainstream marketing, so boldly and without any reference to the product. I find the word boobs offensive.”
Does that mean it’s open season on Willies and Bollocks?
Some people have WAYYYYY to much time on their hands. They’ve just gotta complain about something.
Open slather now
HOW DARE YOU USE A COLLOQUIAL TERM FOR A PART OF THE HUMAN BODY WHICH IS DIRECTLY RELEVANT TO THE PRODUCT YOU ARE ADVERTISING WHILE ALSO STRENGTHENING THE LINK WITH A REPUTABLE CHARITY THAT SUPPORTS RESEARCH IN TO BREAST CANCER IF MY X5 HAD ENOUGH PETROL IN IT I WOULD COME DOWN THERE AND WAGGLE MY FINGER AT YOU SO HARD RIGHT NOW.
So there will also be a DICKS campaign for men’s underpants?
Missed headline opportunity. ASB Upholds BOOBS.
the word Boob is also a perfectly acceptable term for humourless twats who even raise complaints like this
OK use BUUBS