'Sexually suggestive' Boohoo ad banned after complaint it 'objectified women'
dailystar.co.ukswimwear category, the advertised product was an oversized T-shirt and the product listing appeared as a result of searches for T-shirts or tops.It ruled that two of the images were 'sexually suggestive' while the image of the model lifting the T-shirt to expose her stomach and side emphasised her exposed skin instead of the product.The regulator added: "We also 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."For those reasons, we concluded that the ad objectified and sexualised women.
It was therefore irresponsible and likely to cause serious offence."The ASA ruled that the ad must not appear again in its current form, adding: "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."Boohoo said the images were part of their swimwear category and explained the model was wearing the T-shirt with a bikini.The retailer said it understood the importance of the issues raised and had removed the images from their website.A Boohoo Group spokesman said: "We are disappointed by the findings of this ruling because we pride ourselves in our inclusive, body positive imagery."Our marketing reflects the vibrant and confident culture of our brand, and is not designed to intentionally cause offence."We removed the associated images from our website when we received details of the complaint from the ASA."Get all the biggest Lifestyle news straight to your inbox.
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