Lingerie etailer Figleaves has avoided an advertising ban, despite tighter restrictions on sexualised imagery in outdoor advertising to protect children.
The Advertising Standards Authority (ASA) rejected complaints that Figleaves ads across billboards last November were offensive and unsuitable for display where they might be seen by children.
Sexualised imagery in outdoor ads near schools, nurseries or other places with children has been subject to tighter restriction, followed recommendations of Government-commissioned Bailey Review of the commercialisation and sexualisation of children last November.
The Figleaves ad showed a woman standing by a mantelpiece wearing a bra, knickers, stockings and stiletto shoes. Text stated “Figleaves.com everyday luxury for everybody”.
Figleaves, owned by home shopping group N Brown, defended itself saying its ad was more tasteful and less provocative than other current outdoor ad campaigns.
It said its media owner CBS Outdoor had also consulted advertising self-regulation body CAP Copy Advice service before accepting ads and had not placed any on billboards within 100m of any school.
The ASA ruled the ad was not overtly sexual and unlikely to cause serious offence because it was for underwear.