Fashion retailers have dominated complaints to the national advertising watchdog this new year, with outrage over “too thin” models, nudity and sexual content.
A review of Advertising Standards Board determinations by Ragtrader revealed the clothing category recorded the highest level of complaints in January. Brands implicated included Saba, Speedo, Pleasure State and Surf Dive n Ski.
Advertising Standards Bureau communications manager Sari Mattila said the findings came on the back of record activity in 2011. Preliminary figures indicated that almost 12 per cent of all complaints received were in relation to clothing ads, comprising around 3600 submissions. This was almost double that of the previous year, which saw total clothing ad complaints at around 7.3 per cent.
“The percentage of complaints about clothing ads rose in 2011 due to some ads which received a higher number of complaints,” Matillia said.
These included two campaigns for Supre jeggings, only one of which was upheld, and another for General Pants’ Sex creative, which featured a topless woman with her nipples covered in black tape. While most complaints centred around sexualisation and nudity, half of complaints recorded in January alleged the use of “too thin” models.
Apparel Group retailer Saba was forced to defend a recent gift card promotional campaign, featuring a male and female in bright coloured jeans and white shirts. Saba listed the measurements of the female model in response to complaints, which were dismissed, alleging the both bodies had been digitally manipulated to look thinner.
“We take special care in the model selection process and work with some of the most credible Australian and international agencies,” the company responded. “Furthermore, we ensure we select models who live a healthy and balanced lifestyle.”
