A concerted campaign by Collective Shout has failed to persuade the Advertising Standards Board to ban promotions for the Lingerie Football league.
The US-created “sport” attempted to extend its franchise to Australia in June.
A complaint about the Brisbane event said: “The women were shown wearing lingerie. It was Prime time TV. I was concerned about the pornographic material being shown. It is objectifying and degrading women.”
But LFL argued: “The vision shown is athletes wearing 2 piece sportswear including boy cut briefs (similar to those worn by Beach Volleyball players or track and field athletes).”
The ASB ruled: “The Board noted that the women appearing in advertisement all appear confident and considered that most members of the community would consider the portrayal of women in this manner to not be disrespectful. The Board considered that whilst sexual appeal is used in the advertisement it is used in a manner which would not be considered exploitative and degrading by most members of the community.”