A Facebook advertisement for Boux Avenue in May 2022 promoted the brand’s pyjamas alongside its “Alena” thong. The photograph used was taken and posted on social media by a Boux Avenue influencer and displayed a woman with her back to the camera wearing a top and thong. The post attracted a complaint from a consumer.

While the ASA recognised that Boux Avenue was a lingerie brand that needed to market its products which included underwear, it considered the advertisement to be irresponsible and sexually objectifying particularly given the fact that there was unnecessary emphasis placed on the model’s buttocks which appeared to be the focal point of the advertisement.

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