One of the largest national intimate apparel groups is facing a blizzard of complaints to the advertising watchdog.
Pacific Brands Holdings has an unprecedented four cases before the Advertising Standards Bureau this month, with all complaints directed at its intimate apparel stable.
The complaints centre on Berlei advertising campaigns across outdoor billboard platforms and buses.
Two cases involve a promotion aimed at attracting younger clients, with a cropped image centred on a women's cleavage reading 'Get your boobs done in your lunch hour'.
The remaining cases feature similar cropping with tag lines reading 'It WILL happen overnight. Berlei Your Body' and 'Smooth Operator. Berlei Your Body'.
This is not the first time Pacific Brands has been brought before the watchdog, with a majority of fashion advertising complaints aimed at the intimate apparel sector, many of which are dismissed.
Last month, Bras N Things was cleared of wrongdoing for a lightbox campaign outside its stores featuring an image of a woman lying on her side wearing black and pink lacy lingerie.
The Advertising Standards Board found the campaign did not breach sexualisation or nudity codes.
In its response, Bras N Things said the specific promotion had been on display since January, with most light box campaigns updated every six to 12 months.
"As with all retailers, Bras N Things' shop windows and shop fronts are a critical part of our visual merchandising and are a key resource in drawing potential customers into the store.
"Sleepwear and lingerie always look best when promoted in a way that is intended to be used - that is, on the body."
Determinations for the four cases against Pacific Brands were not available at time of press. Stay tuned for the outcome.
Berlei: Campaigns field complaints.
