Images of the breasts of dozens of women of various skin colors, shapes and sizes in table format appeared in a tweet from the Adidas brand, as well as on two posters. THE Advertising Standards Agency (ASA) classified the three versions as likely to cause widespread offense.
Adidas commented that the ads “show the diversity of the breasts” and therefore how important it is to wear the right sports bra. a spokesperson for Adidas UK proudly admitted to being behind the message he continued to display on his website.
The tweet was posted in February with the words: “We believe that women’s breasts of all shapes and sizes deserve support and comfort. That’s why our new range of sports bras contains 43 styles, so everyone can find the right size for them.”
The two posters showed similar cropped images of 62 and 64 women and read, “The reasons we didn’t just make a new sports bra.” The ad agency received 24 complaints that the use of nudity in the ad was free and objectified women by sexualizing them and “reducing them to body parts”. Some people contacted them asking if the posters were appropriate to be displayed where they could be seen by children.
Twitter also commented that the post was reported by some users but was not considered a violation of their terms of service. THE ASA admitted that he didn’t think the way the women were portrayed in the tweet was sexually explicit or objectifying them. It was later concluded that the tweet was likely to be viewed as explicit nudity and required careful targeting to avoid offense.
Lastly, it was also said that the images were cropped to protect the identity of the models and ensure their safety, adding that all the models who participated in the ad volunteered to be in the ad and supported its goals.
Translated article from the website bbc.com.
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