A series of Adidas’ sports bra ads featuring women’s breasts have been banned for ‘explicit nudity’ and is likely to ‘cause widespread offense’.
The UK’s Advertising Standards Authority (ASA) received 24 complaints from people alleging that the adverts objectified and sexualized women and were inappropriate for children. Several individuals had approached them, inquiring if the posters were suitable for exhibition in areas where children may see them. Some users were reporting and complaining about the tweet. However, Twitter stated it does not violate Twitter’s rules of service.
“Pictures on Adidas poster are not sexually explicit”
The Advertising Standards Authority said, “although we did not consider that the way the women were portrayed was sexually explicit or objectified theme considered that the depiction of naked breasts was likely to be seen as explicit nudity. As the ads contained explicit nudity, we considered that they required careful targeting to avoid causing offense to those who viewed them.”
The tweet stated, “we believe women’s breasts in all shapes and sizes deserve support and comfort. This is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”
Adidas UK’s spokesperson, said they stand strongly by the message. The message is still on the company‘s website. Adidas UK said the advertisement intended to “reflect and celebrate different shapes and sizes illustrate the diversity and demonstrate why tailored support bras were important.”
The cropping of the photographs of volunteering models was to save and protect their identities. Adidas informed the ASA that it had presented the commercials to the Committees of Advertising Practice. It had determined that the pictures were not explicit but that the use of nudity was dangerous. As a result, the brand avoided advertising near schools or religious institutions.