Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 38

Depiction of women - - Upheld advertisements The Board has found a number of advertisements in breach of Section 2.2 of the Code for the use of sexual appeal in a manner which is exploitative and degrading to women. The Board’s view is: • Advertising which reduces a woman to a single part of her body and suggests that she is property or that she exists for the enjoyment of others is exploitative and degrading. - - • • - - A poster advertisement featuring an image of a woman wearing black, lacy lingerie, and included the text “introducing Natalie” and “room service” (Honey Birdette – 0217/16). • When a woman is depicted in swimwear or underwear, and it is directly relevant to the product being sold, it is not degrading so long as the woman is depicted in a positive light and her pose is not overly sexualised. - - • 36 Women in bikinis to promote a tanning and beauty salon (The Beauty Door – 0504/16) and a surf shop (Offshore Surf – 0034/16). Fashion and lingerie The Board regularly receives complaints about fashion and underwear advertisements. The Board’s view on this is: • A woman in a bikini to advertise a bikini car wash (Bally Cafe and Splash – It is reasonable for lingerie advertisers to depict women in the product they are selling, so long as the women are fully covered by their underwear and that they are not pos )ɽٽѥٔȁȁ)՝ѥ͕ٔՅѥ٥((ؤ+$)IمѼɽՍ)ٕѥ͕́͡ձ͔ѥѥ)͕Յ͕ȁՑ́ݡѡɔ́ɕ)ɕمѼѡɽՍиQ ɓé٥܁)%Ё́ɕͽѼЁɅѥٔ)յ́ͽѕݥѠɅ́)ɽՍ́ͽݡЁ䁉)хѥٔѼ͔ݽѡ́݅ݡ)ѡ䁅ɔɅ啐ͥѥٔЁЁ́)ͥɕɅ()%хɅٕѥ͕Ёѥ)е͡ЁݥѠɔݽ)չݕȁɽ)́ɅȁѽQ ѡL(ȼؤ)ٕѥ͕́ȁɥɕѡ)͕ѥѡѡٕѥ͕)՝́ѡЁѡݽ́ѡɽՍа)Ʌѡȁѡѡɥ)ݽѡѥɝ( ɰ)ȁ ɝ̃LԼؤݽ)ɽѥ͕٥UɄQչ+LȼذмذذԼ)ؼؤ+$(ݽݥѠѽЁɑ)ѡݽɑ̃qɅ́݅ѕti)!̃Lܼؤ(Aɽѥ́ȁ=ѽəЁݥѠݽ)Ʌѥɵյ́ݥѠ)ܵЁѽ́ѕ́ȀUɉ)AٕȁɽLܼ؁ȼؤ+$)%́ݡٽٔݽ)͕Յ͕Յ͕́́Ёͥɕ)Ʌݕٕȁ䁉ɕѡȁ͕ѥ)ѡ(]ɥمɥ)͕̀ỸL̼ذԼ)ؼؤ(ѽ́ݽ她ѽ(1͑1Lؼؤ)%ٕѥͥȁձЁٕՕ́ȁɽՍ̰)́ɕͽȁѡٕѥ͕ȁѼ͔)͍ѥ䁍ݽ́́ѡɔɔ)͕́ȁх̰͕́ɔ)Ёɽ͕Յ͕()]ɥ͡ݸɽ)ѡѕЃqMɥ́Q)]ɕ͕ϊtMɥ́]ѕ䃊L(ؤ(ٕѥ͕́ȁձЁѕх)ٕՕ́Ց Ʌ!͔IՔA)1ѐļؤM 9Ё Ո(Լؤ1ٔÌ̼)ؼؤAѡ͔ ՈAѠ(ؤ(ٕѥ͕́ȁձЁɽՍ)Ցٔмؤ)%Ё́ɕͽȁٕѥ͕́Ѽ͔Ʌѥٔ)́ѡȁٕѥ͕̰ѡݽ)ɔЁ͕͕́ȁͥՅѥ́ݡɔ)хѥٔɅ)ٕѥ͕́ȁ͡ݡ)ݽ履͕͕Յ͕́䁉)ͥɕхѥٔЁɔЁͥɕ)Ʌѡݽɔ͡ݸѼ)Ёɽ(+$)յȁٕѥ͕́)չݕȁɅ́ݡЁݽ)ݕɥչݕȰՑ ɤ )̃͡L!Ѐļؤ )1ѐ̼ؤAY Ʌ́ɅA)1ѐؤ Ʌ́dQ̀)ļؤ! ɑє)ļؤ ѽ=Լؤ)ٕѥ͕ЁݡՑ)ݽɥѼɕٔ)ѽѡѕЃqٕѡt(AЁ ՔLԼؤ)ٕѥ͕́ȁəյݡх)͕Յ͕́ݽѡЁɔ)履͕ͥѕЁݥѠ͡)́ݥЁͥɕхѥٔ)Ʌݡɔѡݽ́Ё͕)ɽ͕Յ͕ȸ(ݽɕ́՜ݥѠ)əյѱȁ )ɅA1ѐLؼؤ(ݽЁэՈ)ɥѡѕѥչ(Aəյ́ ɥѥȃLļؤ)ٕѥͥMхɑ́ ɕ