Berlei ad cleared despite claims of violence against women

By Mariam Cheik-Hussein | 15 October 2018
 

The ad watchdog has cleared an advert by Berlei despite complaints it was offensive to women because it contained “nudity” and “promoted violence” against women.

Ad Standards received more than 130 complaints relating to the ad, which was created by The Monkeys, saying it breached section two of the AANA Code of Ethics by degrading and discriminating against women.

The ad features several bouncing balls that look similar to breast being used as sport balls to show the impact exercising without support has on breasts.

One complaint said: “Despite communicating an important message in an uncomfortably memorable way, this ad is too graphic because of the areola and nipple that feature prominently on every ball.”

Others said having the balls repeatedly hit could encourage domestic violence.

“Breasts were depicted as bouncing balls that were hit with a tennis racket and also punched and kicked. I find this very inappropriate in a society that is trying to reduce domestic violence,” another complaint read.

In response Berlei denied it sexualised women’s bodies or that it featured any nudity because no real body parts were used.

“Simply having a ball resembling a female breast, with the areola and nipple being included so it is more anatomically correct, does not automatically amount to “sexualisation”. The mere inclusion of a male chest, with nipple exposed would equally not be seen as sexualisation,” Berlei said.

It also rejected any claims it depicted violence.

“By depicting the balls as breasts, the advertisement is drawing a correlation between the impact that can been seen on the ball, and the impact that often goes unnoticed on an unsupported women’s breast,” Berlei said.

“The advertisement is not encouraging people to treat women’s breast (or women in general) like bouncing balls or something that can be hit or kicked. The balls are intentionally, and clearly, not real breasts and there is no violence present or portrayed against the women in the advertisement.”

Following the review Ad Standards found the advert did not discriminate against or vilify women and the images of bouncing balls were not sexualised.

“The balls in the advertisement were not real breasts and although they were a realistic imitation of breasts, the various sporting balls did not amount to a depiction of nudity,” the board said.

The board also dismissed claims that the ad depicted domestic violence.

“The panel considered that while the imagery in the advertisement may be showing the representation of breasts in uncomfortable situations, this is in line with the message of the advertisement," the board added.

Berlei is no stranger to controversy with its last ad campaign being banned from Facebook and YouTube. The 2017 ad showed images of women struggling with bra complications, keeping breasts in place with duct tape and letting nipples fly freely, though it managed to stay on air.

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