NATIONAL: A billboard promoting Calvin Klein Jeans was among the most complained about advertisements in 2010.
The Advertising Standards Bureau (ASB) revealed the billboard – featuring a reclining female model surrounded by three men – came in at number ten on the list of the most complained about advertisements.
Complaints centred around the advertisement's depiction of “a scene of violence suggesting imminent rape or group sex”, as well as its “demeaning” and inappropriate sexualisation of women.
The ASB upheld the complaints and Calvin Klein Jeans withdrew the advertisement from billboards in Sydney and Melbourne in October 2010.
No other fashion brands were featured in the top ten most complained about advertisements, though ASB CEO Fiona Jolly said complaints about sexual content were common.
“Through its complaints, the community has again shown its concerns about sex, sexuality and nudity content in advertising.
“Seven of the ads in this year's list relate to concerns about section 2.3 of the Australian Association of National Advertisers' Code of Ethics (sex, sexuality and nudity) and include three ads which the Board determined breached the code,” Jolly said.
Other companies on the most complained about list included the Australian Medical Institute, Ashley Madison, VicRoads, Sexpo, Fernwood Fitness Centres, AAMI and SCA Hygiene Australasia.
A billboard by Gasp Denim was the most complained about advertisement in Australia in 2009.