1. & 2. Not upheld

The ASA noted the ad appeared in London Underground stations, and alternated between two moving images in which the women were posing, as if in front of a mirror. We noted the first image featured the women posing, whilst getting ready for a night out and that the second image featured the same women posing again, when dressed up in glamorous clothing. We considered that, whilst the ad showed the women posing in a flirtatious way and could therefore be seen as mildly sexual, the images were not sexually suggestive or explicit. We acknowledged that some people might have found the public display of the images of the women in their underwear to be distasteful, but noted the content of the ad reflected the clothing products being sold and considered that the alternating images clearly told a story about the women getting ready for a night out.

We considered that, because the ad promoted lingerie and the images of the women posing in their underwear were juxtaposed with further images in which they were fully clothed, the ads were not unduly sexual in nature. We therefore concluded that the ad was not likely to cause serious or widespread offence or be considered unsuitable for public display in locations where it could be seen by children.

On these points we investigated the ad under CAP Code (Edition 12) rules 1.3 (Social responsibility) and 4.1 (Harm and offence) but did not find it in breach.