News

Lynx ‘girl on girl porn’ rugby vid banned by Ad Standards

An online video campaign by Unilever’s Lynx deodorant, in which greased up, scantily clad girls ‘explain’ the rules of rugby, has been banned by the Ad Standards Bureau for objectifying women.

One complaint read: “I believe that this ad has been grossly influenced by the pornography industry and the hidden hype surrounding girl-on-girl pornography.”

The advertiser’s defence was that the video was only posted on YouTube – not on TV – and that it had an age verification function in place to restrict the film to users over 18.

Unilever also pointed out that complaints to the Ad Standards Bureau were largely a result of Melinda Tankard Reist‘s activist group Collective Shout, which encouraged consumers to complain via its Facebook page.

The ASB found that the ad was shot to emphasise physical attributes of the women, “with lingering shots on the women’s breasts, groins and bottoms”, and depicted women as sexual objects.

The ad, which received 1.3m views two weeks after it was posted, was by Soap Creative.

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing