Boohoo adverts banned for sexually suggestive pictures of women

Boohoo has had one of its adverts banned after a complaint was made to the Advertising Standards Authority (ASA).

In the now-removed ad, a woman is kneeling down on her knees with her legs apart while sporting a pair of skimpy orange bikini bottoms and a large oversized t-shirt.

The image was taken from behind the woman in a bid to show off the back graphic of the tee that was being advertised, and ASA has since branded it as being “sexually suggestive” as the t-shirt was folded in a way to expose her body, rather than the top being sold.

“We 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,” the ASA said in its ruling.

“For those reasons, we concluded that the ad objectified and sexualised women. It was therefore irresponsible and likely to cause serious offence.”

The ASA have also insisted that the advertisement must not reappear on the fast fashion house’s site in its current form.

It said: “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.”

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A spokesperson for Boohoo has since said that the company is “disappointed” with the ASA’s decision.

“We are disappointed by the findings of this ruling because we pride ourselves in our inclusive, body positive imagery,” they said.

“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.”

Boohoo has previously found itself in hot water with the advertising watchdog after sending an email campaign subjected as “send nudes” to promote nude toned clothing in 2019.

The ASA ruled that the phrase “send nudes” was likely to be understood as referring to requests for sexual photos and said it was irresponsible to make light of a “potentially harmful social trend”.

Since its creation in 2006, Boohoo has had a string of high profile collaborations with stars such as Megan Fox, Madison Beer and Victoria’s Secret model, Taylor Hill.

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