Honey Birdette’s ‘sexually explicit’ digital billboard condemned by ASB

Lingerie brand Honey Birdette has had its digital billboard advertisement banned by the advertising watchdog for being “sexually explicit”.

A complaint said the digital billboard located outside the Honey Birdette store was positioned inappropriately next to popular children’s stationary store Smiggle and had a woman’s “breast fully visible including brown nipple through a white lace bra”.

The banned Honey Birdette ‘Paris’ poster

Another complaint said the image labeled ‘Paris’ is “too sexually explicit” and breaks the “moral and advertising standards of our community”.

In August Honey Birdette had another poster image banned for being “highly sexual” and “inappropriate”.

The Advertising Standards Board noted the woman’s nipple is visible through the white lace lingerie, however, the woman’s pose is not inappropriate as it is “keeping with typical lingerie advertising”.

“In this instance the eye is drawn to the woman’s breasts and the style of lingerie is more risqué than the usual style of lingerie advertised in store windows,” the Board added.

Considering the poster image was located in a shopping mall which would likely attract children, the ad was found to have failed to treat the issue of sex, sexuality and nudity with sensitivity.

Honey Birdette responded to the ruling saying the stores are now using its new advertising campaign which does not include the banned ‘Paris’ poster.

The ruling comes a month after the Australian Association for National Advertisers (AANA) – which administers the ASB – updated its code of ethics to “better align with community expectations” around using sexual appeal in advertising.


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