Adidas sports bra ads showing women’s bare breasts banned in UK


Team Udayavani, May 13, 2022, 10:33 AM IST

Adidas’ sports bra advertisements displaying women’s breasts have been banned due to their ‘explicit nudity’ and potential for ‘widespread offence.’

The Advertising Standards Authority (ASA) in the United Kingdom received 24 complaints stating that the ads objectified and sexualized women and were unsuitable for youngsters.

In February, Adidas launched an ad campaign that included social media postings and posters that included photos of breasts of various skin colours, shapes, and sizes – some with the nipples blurred out – to show the diversity of breasts and promote the 72 sizes in their sports bra range.

Adidas39 ad on Instagram featuring breasts of 24 women obscured by pixelation Image courtesy adidaswomen

The posters featured 62 women’s naked breasts and the caption read, “The reasons we didn’t make just one new sports bra.”

However, some people were offended by the campaign, claiming that the commercials’ use of nudity was “gratuitous,” reducing women to mere body parts, and that “they were hurtful and unpleasant.”

In response, Adidas said, it believed that the images in the ads were “intended to reflect and celebrate different shapes and sizes, illustrate diversity and demonstrate why tailored support bras were important.”

Cropped photographs were utilised to protect the identities of the models who were part of the campaign and whose permission had been requested in the first place.

“Although we did not consider that the way the women were portrayed was sexually explicit or objectified them,” the ASA “we considered that the depiction of naked breasts was likely to be seen as explicit nudity.”

“We noted the breasts were the main focus in the ads, and there was less emphasis on the bras themselves, which were only referred to in the accompanying text.”

“The ads must not appear again in the forms complained of,” the ASA said, “We told Adidas UK Ltd to ensure their ads did not cause offence and were targeted responsibly.”

 

Udayavani is now on Telegram. Click here to join our channel and stay updated with the latest news.

Top News

Eknath Shinde resigns, asked to act as caretaker chief minister

MUDA case: Karnataka HC adjourns hearing till Dec 10

‘Charges against Adani in bribery case can be withdrawn if deemed unworthy after Trump takes over as President’

Andaman drug seizure: Police trying to get call record of satellite phone

Four women killed, 16 injured in van-truck collision in Gujarat’s Surendranagar

Gautam Gambhir flies back home for ‘personal emergency’, to rejoin in Adelaide

Low-intensity explosion outside Chandigarh bar-cum-lounge, say police sources

Related Articles More

Boy chokes to death after eating more than three pooris together

UP: Misled by ‘Google Maps’, car falls into river from incomplete bridge, 3 dead

Bad timing: Fraudsters call senior Indore cop during press briefing to pull off ‘digital arrest’

Musk says X now top news app on App Store in India

Honouring ex-NASA scientist’s last wish, family donates ancestral house to Meerut varsity

MUST WATCH

Coconut Flower

Prakash Belawadi

Naxal Leader Vikram Gowda

Christmas Cake Fruit Mixing

DK Shivakumar


Latest Additions

Bengaluru: Students abducted after renting car, forced to pay ransom; Three arrested

Eknath Shinde resigns, asked to act as caretaker chief minister

MUDA case: Karnataka HC adjourns hearing till Dec 10

Constitution helped in country’s transformation: CJI Khanna

Pantheerankavu domestic violence case: Victim again accuses husband of physical abuse

Thanks for visiting Udayavani

You seem to have an Ad Blocker on.
To continue reading, please turn it off or whitelist Udayavani.