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In response to the complaints, Berlei owner Hanes Australia, formerly Pacific Brands, said it had considered concerns over the levels of nudity in Brest sex adds ad and ards that the breasts included were always covered by a bra, and nipples censored when the full breast was seen.
The ASB considered whether the complaints breached section 2 of the advertising code of ethics, which relates to employing sexual appeal in advertising in a manner which is degrading.
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The board dismissed the complaints. The case decision was made despite distributors of the campaign on Facebook and Instagram raising concerns about the content within the campaign.
The internet can enable the distribution of messages, but it can also limit these, and can even feed backlash around ads that include body parts or material that Brwst feel is risque.
Gender-intelligence consultant Bec Brideson says she believes Facebook got it right with its reservations about the Berlei campaign, believing it Brest sex adds heavy-handed and gratuitous.
Brideson believes brands should think when they actually need to use nudity in their campaigns and when this is inappropriate. SmartCompany has contacted Brest sex adds for further comment on the case decision but did not receive a response prior to publication.
Never miss a story: SmartCompany is the leading online publication in Australia for free news, information and resources catering to Australia's entrepreneurs, small and medium business owners and business managers. Monday to Friday, Brest sex adds. An image from the Berlei ad.
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