Supre TV ad let off by Advertising Standards Bureau

An TV ad for youth clothing brand Supre has been cleared by the Advertising Standards Bureau three weeks after outdoor ads from the same campaign were banned for sexualising youngsters.

The ASB noted that the complainants concerns centred on the rear of the woman portrayed in the ad. But the board determined that the close ups of the woman in the ad highlight the features of the jeggings she is wearing, and do not objectify her.

One of the complaints read: “Supre’s target audience is young to mid teen girls – it’s about time industry took some proactive responsibility for the messages they are sending. I would assert as usual that this ad would not contravene any of the current voluntary code of ethics – and would be most surprised if complaints were upheld. But it’s time to get with the research and concern from the child psychiatric and child psychology world.”

Supre’s retorted: “In response to the complaint we do not feel that the TV commercial it is overly sexualised. The campaign and jeggings are targeted at females 18 – 25 years.”


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