Complaints against Missguided “Playboy” advertisement not upheld – 21 October 2020

Eighteen complainants challenged an advertisement by Missguided as “offensive” and “irresponsible”, on the basis that it showed a model, whom they believed to look under 18 years of age, in Playboy branded clothing and portrayed her in a sexual way.

The ASA investigated the advertisement but found that the model featured in the advertisements was fully clothed and not presented in an overly sexual manner. While she appeared youthful in some scenes, the ASA understood that she was 28 years old. The complaints were not upheld and the advertisement was not in breach of the CAP code.