An unscripted styling session by shopping centre giant Westfield has been branded as having "racist connotations".
The comment was among complaints issued to the Advertising Standards Board in the lead up to Christmas, concerning a style series featuring Ken Thompson.
The advertisement features unscripted responses from five real women shopping in Westfield shopping centres who were asked the question, "What body part do you hide?".
Thompson, a leading stylist, then informs a model how she can "hide her bum" with a skirt and belt to create an hour-glass figure.
"In the ad, the term 'ghetto booty' is used three times - spoken twice and written once," a complainant noted, referencing its link to African-American culture.
"It seems that this ad suggests that a white woman with a large bottom is 'ghetto' - that she resembles a black woman - and that she must hide her bottom to avoid shame.
"It seems to me that this video has racists connotations/undertones and this is unacceptable."
Westfield defended the campaign in a lengthy response to the Board, noting it as part of a 'Hide and Seek' series providing fashion tips on how to dress for body type.
"The initial spoken words were not scripted...but the spontaneous response of the female shopper who was interviewed on camera in vox pop format.
"While the term has a historical link to the physical attributes of African-American and Latino women, it is not a derogatory term and does not apply in contemporary usage to any particular race or ethnic group."
The Board agreed, noting the term "ghetto booty" is unlikely to have connection to any particular race for the Australian community.
The Board also ruled the advertisement did not discriminate or vilify women and dismissed all complaints.
WESTFIELD: Bondi Junction campaign; offending ad.
