‘Unwrap me’ lingerie ad found to objectify women in Ad Standards ruling

The advertising watchdog has found a lingerie advertisement by Honey Birdette to objectify and exploit women by implying the model could be undressed or unwrapped.

The ad, which features in a video and as a poster, pictures a woman laying on top of presents in red lingerie with the text “unwrap me”.

The Honey Birdette poster

A complaint said the ad was placed inappropriately on the store window “20m away from where they [children] greet Santa”.

“The slogans are sexual. The shop is located near a family store (Kmart) so young children are exposed to this vulgarity every time they pass,” another complaint posted to Ad Standards.

After reviewing the complaints and the ad, Ad Standards found the poster advertisement contained sexual appeal due to the woman’s pose and the style of lingerie.

Honey Birdette’s “unwrap me” poster was found to be exploitative and degrading towards women as the ad implied the model could be undressed or unwrapped.

“The Panel noted that children may not understand the sexual innuendo of the tagline, but considered that it would be immediately apparent to adults. The panel considered that there was no other obvious and reasonable interpretation of the accompanying text,” the board continued.

Honey Birdette didn’t respond to the ruling.


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