the Authority ASA (Advertising Standards Authority) in the Uk was not at all wild with the latest advertisement for the clothing company PrettyLittleThing, which in their latest video shows the lingerie above.
ASA has called the video 'overseksualiseret' and told the company that they are not allowed to display it in the current form.
It writes multiple media, including Fox News.
the Advertisement shows models that have lingerie and posing in different ways.
the Reason why the video must not be sent anymore, according to the ASA, that the women are too seductive.
'Women are shown in seductive her poses, where they have different lingerie on. The video shows in the beginning a woman, looking over his shoulder in a seductive way, while she has panties on, showing her buttocks. It is very seksualiserende her poses, which also show the women's breasts', they write, and continues:
'We have seen that the composition of the different scenes gives the products a overseksualisering that invites the viewer to see women as a stay-at-home. We have therefore concluded that the advertisement will create outrage, and will be inappropriate to look at.'
ASA has also stated that the advertisement breaks two rules issued by the Committees of Advertising Practice, which is that you must maintain a responsibility to consumers and society. You must also keep an eye on society's feelings, before you choose to use the irresponsible material.
the Company itself has been out and defending the advertisement by saying that it was meant as a celebration of diversity and inclusion through bold and distinktivt fashion for all shapes and sizes.
the Advertisement has been removed from the company's YouTube profile.
A spokesperson from the company has spoken to the Manchester Evening News that, in the PrettyLittleThing is aware of the ASA and their decision, and that you are trying to make the advertisement in accordance with the rules in ASA.