Adidas advertised its sports vests on social media using images of dozens of women’s breasts. The UK Advertising Regulator found the advertisement offensive and banned it. It can still be seen on the brand’s Instagram page, and user comments are split between those who see the woman’s body as objectified and those who praise diversity.
The caption for an ad published on Adidas ’women’s Instagram page in February:“ Breasts of all shapes and sizes deserve tailored support and comfort. That is why our new range of sports vests has 43 different styles. And he concludes, “In sports, everyone should feel free and inspired by what their bodies can achieve.”
Content was removed from the streets and several media outlets after the Advertising Standards Agency (ASA) found it offensive. In addition to the publication published on social networks, two were also omitted. posters with similar images of 62- and 64-year-old women and the text “Reasons Why We Don’t Just Make New Sports Vests.”
The regulator received 24 complaints alleging that the nudity used in the ad was a way to objectify a woman’s body, sexualise it and “reduce it only in part,” the BBC quotes. Other complainants alleged that children might see street advertisements. On Twitter, the ASA doesn’t believe the way women are portrayed – with their nipples covered – was sexual. However, it decided that the publication must be aimed at a specific audience in order to avoid offending the general public.
It is therefore justified to order the removal of advertisements in the various media, as they appeared in premises which did not have a defined target audience and were at risk of being seen by children. Adidas quickly explained that it wanted to “reflect and celebrate different shapes and sizes, illustrate diversity and show how important a bra with the right support is”.
In addition, the brand explains, the images were cropped to protect the identity of the models who voluntarily participated in the ad and are in line with the brand’s goals. But on social media, women’s reaction doesn’t seem to support. “This is not the right way or place to use the concept body positivity, ”Commented one user. “As a woman, it’s obvious that this company has no idea what sexualizing and objectifying a woman is. “I suggest that no woman repurchases Adidas products until we see her post an ad selling men’s sports underwear with the same clear images of men,” suggests another woman in the comments. conclude that “censorship is not required.”
Since 2019, the oversight authority has been tighter on sexist content. The rules apply to all ads that suggest that a particular activity is for boys or girls only, or that criticize a particular body type. The new system, which went into effect in July of the same year, also stipulates that the public can report campaigns to the regulator if they feel they don’t meet the standards – as in the case of Adidas.