One of the ads banned by the ASA

A lingerie advert by Marks & Spencer has brought down the wrath of the UK’s Advertising Standard Authority (ASA). Appearing on the side of double-decker buses, the images were brought to the authority’s attention because of the “sexually suggestive” pose of some of the models.

''We considered that the image was of an overtly sexual nature and was therefore unsuitable for untargeted outdoor display, as it was likely to be seen by children. We concluded that the ad was socially irresponsible.'', declared the ASA. The photos deemed inappropriate showed a woman “with her legs slightly apart” and another one arching her back with emphasis on her breasts.

In response to the accusations, the bosses at Marks & Spencer expressed their shock at the ban, explaining that the adverts simply featured the products of their well-known lingerie range. The British retailer also said that the images, before being shown on buses, had already appeared in shop windows.

According to some, this strictness demonstrated by the ASA could be due to the devastating riots that recently took place in the country. Those gave rise to a number of public debates surrounding the education of British teenagers and the role of advertising.

At the start of November, the advertising campaign for Marc Jacobs' ‘Oh, Lola!’ fragrance was banned by the British authority, where American actress Dakota Fanning (17) posed with the perfume bottle on her thighs. A few days later, Miu Miu was also made to remove an advert which showed actress Hailee Steinfeld (14) sat on a railway track, accused of showing “a child in a hazardous or dangerous situation". The ASA also banned Yves Saint Laurent’s perfume ad featuring Melanie Thierry, complaining that the video simulated drug use.