A major international etailer looking to capture market share in Australia has been hauled before authorities.
UK-based Missguided has had to defend its television marketing blitz before the Advertising Standards Board, following complaints from local audiences.
The advertisements feature female models posing in Missguided items in various scenarios, including a pool and car.
Complaints alleged the ads portrayed women in a sexual manner, with "very revealing clothing".
"I also really object to this ad being placed on weekend TV at 8am in the morning. What teenage girls is even awake then? It's kids and parents," one complaint stated.
Missguided said it had been liasing directly with its media agency in Australia to investigate the matter.
The company said the commercial was 'W rated', meaning it could not run during children's programming.
"The complaint came in at 1740 during Hot Seat which is a Game Show and therefore not a kids show. Our agency flagged the W rating with the media at time of booking so we believe there is no concern with the placement," it stated.
The Board noted the presentation of clothing was consistent with that worn by teenage girls and adult women.
It ruled the company did not breach codes around sexuality in promoting its product to the relevant audience.