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The Advertising Standards Watchdog (ASA) has banned an advert from fashion retailer Boohoo after deeming the ad “objectified and sexualised women” and was therefore “irresponsible and likely to cause serious offence”.
The ASA said the ad in question was seen on 26 November 2021, and featured a product listing for a T-shirt. Two images in the ad showed a model wearing the T-shirt with only thong-style bikini bottoms and trainers.
The complainant, who believed that the images objectified and sexualised women, challenged whether the ad was “offensive, harmful and irresponsible”.
In defence, Boohoo said the images were part of its swimwear category and explained that the model was wearing the T-shirt with a bikini. As a brand it said it often combined a variety of products in their images to show how items could be worn in different ways. It added that the way they presented their garments “reflected the diversity of women in society and their customer base”.
However, Boohoo said that it “understood the importance of the issues raised” and had removed the images from their website.
In judgement, the ASA said it understood that although it had been presented as part of the swimwear 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 also noted the model was shown from the rear in a kneeling position and that the T-shirt was folded under so that the bikini bottoms and the model’s buttocks and naked legs were “visible and prominent”. As such it considered that the image “emphasised the model’s buttocks and legs rather than the product”.
The ASA said: “…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.”
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.”
