Ten's publicity shot of a naked Michelle Bridges
Near naked pictures of Biggest Loser trainers Michelle Bridges and Tiffiny Hall have been cleared by the Advertising Standards Board following complaints from the public.
The images were used in outdoor including bus backs and print campaigns to promote the show.
One complaint said: “You are abusing the minds of the children when allowing these sorts of ads to filter through. As a parent I am trying to do the best I can to bring up good children for the future.”
Another said: “I do not expect to find in a main stream paper a large ad featuring a naked woman. I was offended and object.”
However Ten argued:
“The images are not sexually suggestive. Michelle and Tiffiny are not posed in a sexually suggestive or provocative manner, nor is there any sexual innuendo. While Michelle appears naked except for her sneakers, care has been taken to ensure her arms and legs obscure her breasts and genitalia. Hence nudity is implied rather than actually depicted. Nor do the images exploit or degrade women. The images are consistent with the overall advertising campaign which features tastefully shot images of the program’s health and fitness experts.
“The campaign was shot by one of the world’s best photographers, Karin Catt, who has worked with President Clinton, President Bush and the Dalai Lama. The idea behind the campaign is that with the right guidance everyone can be a happier person.”
The ASB accepted Ten’s argument, ruling: “The Board considered that because the program is known to be about body image, fitness and weight loss the image has direct relevance to the product being advertised. The Board considered that although Ms Bridges is naked, the pose was not sexualised and was not sexually suggestive.