Adidas, one of the world’s largest sportswear brands, recently created controversy with an advertisement it shared on Twitter. Adidas, which advertises bras for women, included dozens of uncensored breast photos in the image it shared with its advertisement. Although the image in the ad does not violate Twitter rules, it entered the radar of an authorized institution.
The UK’s advertising supervisory agency, “Advertising Standards Authority (ASA)”, shared a statement today about Adidas’ advertisement. Announcing that 24 complaints have been received due to the nudity in the advertisement so far, the institution announced that the advertisement was banned after the complaints.
While it was said that the advertisement had nothing to do with sexualizing women, the reason for the ban was also explained
In the decision shared by the institution today, the complaints about the advertisement were stated that nudity was “to objectify and sexualize women”. It was stated that he claimed that ” was used. In its statement, the institution stated that they did not agree with this idea, but that they still oppose the inclusion of naked breast photos as follows:
“Although we did not think that the way women were portrayed was obscene or objectified, we thought that the display of naked breasts could be seen as open nudity. We noted that the main focus in the ads is breasts, with less emphasis on bras that are only referenced in the accompanying text.”
However, the institution stated that the target audience of the advertisement was not determined, and therefore the advertisement may have been shown to children as well. Adidas, on the other hand, shared a statement after this decision. The company’s statement was as follows:
“The gallery is designed to show how diverse breasts are and comes in different shapes and sizes highlighting why personalized support is so important. Rather than the ASA decision, the creative itself, and the message we stand proudly behind, it’s more about that creative being used in email/banner ads/etc. It’s important to note that it’s about being used in an untargeted way on adidas.com and displayed on adidas.com.”
Twitter, on the other hand, announced that in the investigations made after users’ complaints, nothing violating the rules of the platform was detected.
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