A mobile billboard ad promoting strip club venue Kittens has been pinged by Ad Standards for featuring overtly sexualised women.
Image one shows a woman in lingerie and heels lying on her back with her arms crossed in front of her. Image two shows a woman in lingerie pulling down the side of her underwear.
The complaint submitted to Ad Standards raised concerns that the advertisement is inappropriate for display in a public place.
"It is inappropriate to have a truck driving around with a sexualised picture of a women promoting a stripe club with couples, families, and children around," the complaint said.
Kittens ad via Ad Standards.
While the ad was pinged for breaching two codes of ethics - 2.2 exploitative or degrading and 2.4 sex/sexuality/nudity - the first breach was dismissed because the panel found the ad did not employ sexual appeal in a manner which is exploitative or degrading of an individual or group of people.
"The panel considered that the depiction of the woman was relevant to the promotion of a gentleman’s club and that this did not lower women in character or quality," the panel stated.
"The panel considered that the woman appears confident and in control and does not appear to be an object or commodity."
However, the panel found the second image to breach the second ping.
"The panel noted that the woman is depicted pulling her underpants down at the front, and considered that while her genitals were not visible, this is an overtly sexual image," the panel stated.
"The panel considered that the overtly sexual image was not appropriate for the relevant broad audience which would likely include children."
The advertiser did not provide a response.
Ad Standards is continuing to work with relevant authorities regarding non-compliance.
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