Kittens Car Wash’s controversial billboard ad banned for sexualising and exploiting women

Kittens Car Wash, a car wash company in Victoria, has had one of its controversial billboards banned for sexualising, exploiting and presenting women as objects.

The billboard, which features a woman seductively lying on her stomach with her bottom raised in the air, was labelled as “sexist and degrading to women”.

Kittens Car Wash has had its controversial billboard banned

A complaint posted to Ad Standards said the billboard “encourages the notion that women’s bodies are for the sexual gratification of men” and the ad is “is demeaning and overtly sexual for a company who only wash cars”.

Ad Standards said the billboard used sexual appeal by including an overt amount of “flesh” in conjunction with a seductive pose.

“The woman’s body is being used as an object to advertise the service of women washing cars in bikinis.

“This depicts an image of a sexualised woman that is not relevant to the advertised product and considered that the use of the image of a woman in lingerie to promote a car wash is exploitative as it presents the woman as an object,” the ad watchdog said.

The board also noted the ad does not include any relevance to the service being offered and instead includes a woman and her bottom.

Upholding the complaint, Ad Standards concluded: “The pose of the woman is seductive and highly sexualised, particularly considering the woman’s thumb to her mouth, the sheer lingerie, stiletto shoes and sexualised pose with her bottom in the air.”

Kittens Car Wash did not provide a response to the ruling or complaint.


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