Adidas was banned from running ads for its sports bras that featured pictures of bare breasts on the website. United Kingdom, The advertising agency said the images showed explicit nudity.
Images of the breasts of dozens of women of various skin colours, shapes and sizes in grid format appeared in one tweet and on two billboards.
The Advertising Standards Agency found that all of these versions may be an offense to the public. Adidas said the ads “show how diverse breasts are” and therefore how important the right sports bra is.
An Adidas UK spokesperson said the company is proud of the campaign and has continued to display the images on its website.
The tweet was posted in February with these words: “We believe that women of all shapes and sizes deserve breast support and comfort. That’s why our new range of sports bras features 43 styles, so everyone’s the right size.” can find.” ,
Two billboards showed similar photos of more than 60 women with the caption: “The reasons we didn’t make the new sports bra.”
advertising regulatory agency United Kingdom 24 complaints were received that the use of nudity in the ad was unnecessary and objectified by sexually abusing women and “reducing them into body parts”.
The regulatory agency said it did not consider whether the tweets depicted women as being sexually explicit or treating them as objects. But he assessed that the tweet would be viewed as explicit nudity by users and called for special care in selecting the audience that viewed the tweet.
The agency decided that the billboards were not suitable for use in targeted media where they could be viewed by children. Adidas UK said the images are intended to “reflect and celebrate the various shapes and sizes, portraying diversity and demonstrating why bespoke sports bras matter”.
He said the images were cropped to protect the identity of the models and ensure their safety, adding that all the models shown had volunteered to engage in the ad and support its goals.