Our bodies should be allowed to exist without being sexualised.
These are just a couple of the reasons that the Advertising Standards Agency has cited for banning an Adidas advert that features theI’m baffled… How can we, in 2022, be calling breasts ‘offensive’ or ‘harmful’ in any single capacity? This does, unfortunately, feel like a big step backwards forWomen grow up conditioned to be ashamed of their breasts. If you have big boobs, you’re often called a slut and told you’re provoking men while just… existing in your body.
Breasts are shrouded in SO much shame. And the banning of this advert, which Adidas launched to celebrate breasts in all their glory and all shapes and sizes, seems to further perpetuate and reinforce that shame. The ASA received 24 complaints about gratuitous use of nudity and the objectification of nudity. Some complained that the campaign was ‘Explaining their reasons for banning the ad, the ASA said: ‘We noted the breasts were the main focus in the ads, and there was less emphasis on thethemselves, which were only referred to in the accompany text. As the ads contained explicit nudity, we considered that they required careful targeting to avoid causing offence to those who viewed them.
There is still a lot of work to do around dismantling the shame around women’s bodies that is woven into the very fabric of our society., inclusivity and gave what I think is a pretty accurate depiction of a cross-section of society – something that is SO rare in typical and historical advertising.
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