You may remember that the ASA recently approved a Marks & Spencer lingerie campaign featuring model Rosie Huntington-Whiteley, following complaints that they were “overtly sexual, degrading to women and reinforced sexual stereotypes of women”.
Now, despite nearly fifty complaints from concerned members of the public, the ASA have ruled H&M’s Christmas lingerie advert featuring actress Laetitia Casta in push up bras and knickers is not offensive and demeaning to women.
In response to the complaints, H&M argued that the campaign was “flirtatious and sensual but in no way meant to be sexy or provocative”. Furthermore the posters were placed in locations designed to reach its core audience of women aged 18-39, and that the team had told media owners to ensure posters were not placed within 100 metres of schools.
The ASA noted that “whilst some consumers may have found them distasteful, the images were unlikely to be seen as offensive or demeaning to women”.
It’s been a busy few months at the ASA. In addition to the complaints about Marks and Spencers and H&M lingerie campaigns, the team also reviewed and upheld complaints that a Chanel perfume advert showing Keira Kinghtley undressing on a bed is too sexually explicit to be viewed by children.
What do you think – are these images degrading and offensive to women?