Sydney Forklift Trucks reprimanded by ad watchdog for exploiting and sexualising women

The ad watchdog has banned a Sydney Forklift Trucks transport ad for exploiting and sexualising women.

Located on the back of a truck, the ad features a painting of a naked woman with her genitals covered by her legs and her breast exposed.

Sydney Forklift Hire has had one of its banned

“This adds to the objectification of women and is also content that should not be viewed by young people,” one complaint posted to Ad Standards.

Another complaint labelled the ad as “pornography” noting the ad was “distressing”.

The Ad Standards Board said the ad contained sexual appeal and a naked woman wasn’t relevant to the advertising of forklifts.

Sydney Forklift Trucks’ ad “employed sexual appeal in a way which was clearly focussing on the body parts of the woman and bears no direct relevance to the product being advertised,” the Board said.

Upholding the ad, the board also said the ad portrayed an inappropriate level of nudity and would be viewed by an audience which would include children.

Sydney Forklift Trucks didn’t provide a response to the ruling.


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