Complaints were raised in relation to two poster advertisements. One poster appeared on the London Underground and depicted a model wearing a revealing pink wrap dress. The other was on a train station platform. The same model was clothed in an unbuttoned jacket with nothing underneath, sheer tights and high heels. The complainants challenged whether the advertisements were offensive, and whether the first poster was appropriate for use in an environment where it could be seen by children.

The ASA did not uphold the complaints in respect of the first poster. While they agreed that the advertisement may be distasteful to some individuals, the model’s pose was not overtly sexual. However, the ASA upheld the complaint in respect of the second poster, concluding that the advertisement objectified women and was likely to cause harm and offence. The ASA told Missguided that the second advertisement should not appear again in its current form.

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