IMAGE – Getty Images
Adidas Posted a tweet in February, that showed the breasts of 20 women of various skin colors, shapes and sizes in a grid format.
Two other posters showed similar cropped images of 62 and 64 women.
The Adidas’ advert said –‘The reasons we didn’t make just one new sports bra’
Critics also thought that the ads were inappropriate for children.
The UK’s Advertising Standards Authority (ASA) received 24 complaints that the ads’ use of nudity was gratuitous and objectified women by sexualizing them and ‘reducing them to body parts’.
Adidas said that the images had been cropped to protect the identity of the models and to ensure their safety, adding that all the models shown had volunteered to be in the ad and were supportive of its aims.
Twitter said the post had been reported by some users but was not found to be in breach of its terms of service.
The ASA said it did not think the way the women were portrayed in the tweet was sexually explicit or objectified them.
But it did find that the tweet was likely to be seen as explicit nudity and required careful targeting to avoid causing offence, therefore deciding that the posters were not suitable for use in untargeted media where they could be seen by children.
The ASA (The UK’s Advertising Standards Authority said) banned the ADs.
‘We considered that the image was not suitable for use in untargeted media, particularly where it could be seen by children. We concluded that (the posters) were inappropriately targeted, and were likely to cause widespread offence.’
‘Although we did not consider that the way the women were portrayed was sexually explicit or objectified them, we 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 offence to those who viewed them.
‘Because (the tweet) featured explicit nudity, we concluded it was likely to cause widespread offence in that media We therefore concluded that the ads breached the Code.’