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Missguided ad showing model’s side boob banned for ‘presenting women as sexual objects’

An advert by clothing retailer Missguided has been axed by the Advertising Standards Authority bans for over sexualizing women.

A Missguided advert revealing a model’s side boob has been banned after the Advertising Standards Authority (ASA) said it “objectified women”.

The ad showed a model wearing an oversized black blazer with sheer tights, black underwear, sheer gloves, high heels and nothing else.

But it did expose the side of the model’s breast.

When the advert went on display in a number of train stations last November people complained the model was being over-sexualized.

The ASA launched an investigation and agreed the advert presents “women as sexual objects”.

An ASA spokesman said: “We considered she would be seen as being in a state of undress and that the focus was on her chest area and lower abdomen rather than the clothing being advertised.

But, it wasn’t just what the model was wearing that caused the complaint, the ASA deemed the pose in which she was standing was inappropriate too.

The spokesman continued: “We also noted that her head was tilted back, with her mouth slightly open, and her leg was bent and raised, which we considered was likely to be seen as a sexually suggestive pose.

“We considered that the sexually suggestive styling and pose would be seen as presenting women as sexual objects. Because the ad objectified women, we concluded that it was likely to cause serious offense.”

But this wasn’t Missguided’s only slip-up…

Another one of the brands’ adverts was plastered around the London Underground at the same time.

It featured the same model in another risque dress – this time it was a pink wrap style mini dress, paired with perspex heels.

And although this dress exposed the side of her breast just like the other did, because it was still in keeping with how the dress would usually be worn, the ASA decided it did not breach any of their advertisement rules.

The ASA has warned Missguided not to promote their brand with adverts that “objectified women”, and would likely cause serious offense.

Missguided is yet to comment.

|Mirror.co.uk

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