Bonds has not made a boob of itself this time.
Complaints over the latest Bonds Boobs campaign have been dismissed by the national advertising watchdog.
Bonds dodged similar complaints last year for the first release of its campaign.
The latest run features the word 'boobs' in differing versions; including small, big and bouncy.
The words are spelled out using Bonds' branding and have featured on public platforms such as buses.
Complaints alleged the ads were in poor taste, disrespectful and upsetting.
The Australian Standards Board cleared the intimate apparel brand, ruling it did not debase or lower women.
Bonds also issued a statement in its defense.
"We strongly disagree that our ‘Boobicons’ campaign discriminates, vilifies, exploits or degrades women.
"To the contrary, the intention of the campaign is to celebrate the diversity of women and their boobs, and to champion this via a product range that caters to a wide variety of shapes and sizes."