ASA finds Instagram post by Babyboo Fashion to be socially irresponsible and likely to cause harm and offence (14 April 2021)

An Instagram advertisement which appeared last October for online womenswear brand, Babyboo Fashion, has been banned by the ASA on the basis that it was irresponsible and likely to cause serious harm and offence. The Halloween themed post featured women modelling lingerie with angel wings and animal ears, while a voiceover stated: “Halloween is the one night a year when a girl can dress like a total [bleeped out] and no other girls can say anything about it. The hard-core girls just wear lingerie and some form of animal ears”. The wording of the voiceover originated from a well-known film. The ASA found that some of the poses used were “unnecessarily sexualised”. In the context of the voiceover and bleeped out word, the advertisement was found to be demeaning and intended to objectify women.