Boohoo adverts banned for 'sexually suggestive' pictures of women
ok.co.ukBoohoo has had one of its adverts banned after a complaint was made to the Advertising Standards Authority (ASA). In the now-removed ad, a woman is kneeling down on her knees with her legs apart while sporting a pair of skimpy orange bikini bottoms and a large oversized t-shirt.The image was taken from behind the woman in a bid to show off the back graphic of the tee that was being advertised, and ASA has since branded it as being “sexually suggestive” as the t-shirt was folded in a way to expose her body, rather than the top being sold. “We noted that neither the partial nudity nor the bikini bottoms were relevant to the product and that the images did not show the product as it would usually be worn,” the ASA said in its ruling. “For those reasons, we concluded that the ad objectified and sexualised women.
It was therefore irresponsible and likely to cause serious offence.” The ASA have also insisted that the advertisement must not reappear on the fast fashion house’s site in its current form.
It said: “We told Boohoo.com UK to ensure that future ads were prepared with a sense of responsibility to consumers and to society, and that they did not cause serious or widespread offence or harm by objectifying women.” Get exclusive celebrity stories and fabulous photoshoots straight to your inbox with OK!'s daily newsletter.
You can sign up at the top of the page. A spokesperson for Boohoo has since said that the company is “disappointed” with the ASA’s decision. “We are disappointed by the findings of this ruling because we pride ourselves in our inclusive, body positive imagery,” they said.
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