Nobody claim cleared

Complaints a denim retailer's advertising presents models as "sex objects" ave been thrown out by the ad watchdog, but the Advertising Standards Bureau (ASB) warned the ad was just within limits.

The complaints received by the ASB related to the online catalogue for clothing brand Nobody Denim, which features male and female models, some of whom are not fully clothed.

The campaign featured two images of a topless woman not wearing any of the products being promoted in the catalogue, but the ASB ruled the photos were not “exploitative” nor “degrading in the context presented”.

The ASB dismissed the complaints, ruling the images were “not strongly sexualised”, but the advertiser did not escape from the complaint unscathed.

The ad watchdog added: “The level of nudity is just within the limits of what is acceptable for a fashion spread on an advertiser’s website.”

A complainant wrote: “This advertising clearly objectifies both men and women. It presents men and women as sex objects. It is not necessary to sell clothing.

“This content is accessible to children at any time of the day. I was also appalled that I came to the Nobody website after looking for ethical clothing brands and could not believe how unethical their advertising was.”

The advertiser argued its advertising was “artistic and creative” that was not “made to portray any sexual reaction”.

“The collection is a sexy story that projects Nobody’s creative angle,” the advertiser wrote in its response.

This story first appeared on sister publication adnews.com.au.