Has underwear giant Bonds gone too far?
Not according to the Advertising Standards Bureau, which has cleared its latest intimate apparel campaign after a spate of consumer complaints.
The campaign, which used Bonds' signature branding to spell out the word 'boobs' on billboards, was alleged to be degrading to women.
Bonds launched the campaign to promote a new range of bras catering to more sizes.
Bonds changed its brand name to boobs on billboards, till receipts, in-store POS and online.
Complaints alleged the term was not appropriate for mainstream advertising and could prompt children and teens to use the term 'boobs' inappropriately.
Bonds described the word as "socially acceptable" and presented research supporting that 74 per cent of Australian women use the term to describe their breasts.
Bonds stated the term is not regarded as sexual or inappropriate but rather “innocent and playful” and that feedback on social media was "overwhelmingly positive".
The Advertising Standards Bureau ruled the campaign was not degrading or exploitative, and that 'boobs' is listed in the dictionary as a colloquial term.