Adidas sports bra ad banned in UK due to 'explicit nudity' - National |

Adidas sports bra ad banned in UK due to ‘explicit nudity’ – National |

A recent ad for an adidas sports bra has been banned in the UK after several residents complained that the ad used gratuitous nudity to sexualize women.

In a ruling on Wednesday from the Advertising Standards Authority (ASA), the adidas campaign – which ran on Twitter and located large poster sites in the UK – was banned for using explicit nudity and appearing in places where children might see ads.

The adidas ad showed the cropped torsos of several bare-breasted women displayed in a net. (Note: This link leads to the respective ad showing nudity. Please visit at your own discretion.) The ad was accompanied by the phrase, “We believe that women’s breasts of all shapes and sizes deserve support and comfort. That’s why our new range of sports bras features 43 designs, so everyone can find what works best for them.”

The story continues below the ad

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There were slight variations in the ad depending on the location, with one British poster featuring the bare breasts of 62 women and the slogan, “Reasons We Didn’t Make One New Sports Bra.” Another poster included 64 women, although their nipples were censored in pixels.

The ASA claimed to have received 24 complaints regarding the adidas ad.

These complaints included those who felt that the advertisement “depicts women by sexualizing them to body parts” and others who challenged whether the personal posters were “appropriate for display where children can see them”.

However, Adidas emphasized that the ads were not objective, but rather were “intended to reflect and celebrate different shapes and sizes, illustrate diversity and demonstrate the importance of bras for support.”

The story continues below the ad

The company added that the images were cropped to protect the model’s identities, although the volunteer models did not consider the advertisement sexual because they “intended to simply show the breasts as part of the woman’s body”.

Adidas also claimed that the Twitter ads did not violate its Terms of Service and that the poster ads were not placed near schools or religious places.

“The images were intended to reflect and celebrate the various shapes and sizes and did not believe they would cause harm or distress to children,” adidas said.

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However, the ASA banned advertising in the UK

“Although we did not consider the way women were portrayed to be sexually explicit or portrayed as an object, we considered the depiction of nude breasts likely to be perceived as explicit nudity,” the ASA wrote.

“We noticed that the subject of breasts was the main focus in the ads, and there was less emphasis on the bras themselves, which were only mentioned in the accompanying text.”

The ad watchdog has concluded that the adidas ad violated existing ad codes and should not be shown again in its current form.

© 2022 Global News, a division of Corus Entertainment Inc.

2022-05-11 17:30:35

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