Honey Birdette sees 13th ad banned in 28th Ad Standards ruling

Lingerie brand Honey Birdette has encountered its 28th Ad Standards ruling and seen its 13th banned ad since Ad Standards launched in 1998.

The ad in question features a women in a white bra with her nipples exposed as she looks into a mirror exposing her buttocks. (Image below possibly NSFW)

The Honey Birdette ad which has been banned

One of the complaints pointed out the woman’s nipples were exposed and the poster is in a shopping centre is passed by many families which include small children.

“At a time where sexual assault is increasing in the news, this legitimisation of using woman’s naked bodies to sell underwear is inappropriate. Other manufacturers sell underwear/ lingerie and do not portray woman in this way nor do it in full view of young boys and girls. This is not about an objection to women.

“It is the objection to the sexual objectification of women – it is about opposition to sexism, to corporates who profit from the sexual exploitation of women and have the audacity to claim they are empowering women in the process,” one the complaints continued.

Responding to the complaints Honey Birdette said the brand did not intend to offend anyone and the feedback had been taken on board for future campaigns.

The ad watchdog said although the ad didn’t portray the woman as an object or in a way which was degrading, it did contain a high level of both nudity and sexual suggestion.

Upholding the complaint, the Board said: “The level of nudity was at the higher end of the scale and the image was highly sexualised and as such the image included on a poster that is
visible to members of the community standing outside the business was not appropriate for the relevant broad audience which would likely include children.”

Honey Birdett has been banned by Ad Standards 13 times, mainly for sexually explicit, highly pornographic and condoning excess violence.


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