Ad of teen model showing bare breast is OK
Advertising Standards Authority rules raunchy ad 'unlikely to cause offence'
26 May 2009
A CLOTHING catalogue picture of a semi-naked model was "not overtly sexual" and was unlikely to cause offence, the Advertising Standards Authority said.
The controversial photograph shows a woman sitting on a bed wearing only knickers and with one of her breasts visible.
But the watchdog rejected a complaint that the image, which featured in a brochure for Jack Wills University Outfitters, was gratuitous and inappropriate for its teenage target audience.
The company, based in Salcombe, Devon, who said its target market was 18 to 22-year-olds, pointed out that customers had to be at least 18 to sign up for the catalogue and believed the image was "tasteful".
In its ruling, the ASA said recipients were over 18 and had requested it.
The watchdog also said the woman's breast was largely covered by her hair and that she did not seem to be striking a "particularly provocative pose".
The ASA concluded: "Although we understood that some younger teenagers might view the catalogue, or sign up to receive it, we concluded that the images were not so provocative as to present a risk to teenagers or be unsuitable for the target audience.
"We considered that the image was not overtly sexual in content and was unlikely to cause widespread offence."
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