Advertisement by Pretty Little Thing banned by the ASA on the basis that it overly-sexualised and objectified women

The ASA has banned an advertisement which appeared on You Tube by Pretty Little Thing on the basis that the clothing had been “presented in an overly-sexualised way that invited viewers to view…women as sexual objects”. The advertisement featured a number of models in lingerie and seductive poses.

Pretty Little Thing responded to complaints raised by arguing that their advertisement campaign sought to support and promote diversity through fashion of all shapes and sizes.

However, this was not accepted by the ASA. In addition to banning the advertisement, the ASA warned Pretty Little Thing not to use advertising that was likely to cause serious offence by objectifying women in the future.