A Marks & Spencer lingerie campaign featuring model Rosie Huntington-Whiteley has been given the all clear following complaints that they were “overtly sexual, degrading to women and reinforced sexual stereotypes of women”. The campaign,, featuring Huntington-Whitley modelling the self designed underwear, reportedly received seven complaints from the public.
M&S argued that the brand positioning was a range designed by a woman for women, as opposed to being designed for the titillation of men. They refuted any allegation that the range or supporting campaign was degrading to women or reinforced sexual stereotypes of women.
In clearing the advertisements, the ASA noted the complainants’ concerns about the ads, but considered it was acceptable for advertisers of lingerie to show their products modelled in ads – provided they did so responsibly. They did not believe the poses were sexually explicit or sexually suggestive.
Wigsandgowns note that it would be rather difficult to advertise underwear without featuring said underwear in the advertisement campaign.