Boohoo said it was “disappointed' by the findings of Britain's Advertising Standards Authority, and said it prides itself on 'inclusive, body-positive imagery.'
“We also noted that neither the partial nudity nor the bikini bottoms were relevant to the product and that the images did not show the product as it would usually be worn. For those reasons, we concluded that the ad objectified and sexualized women. It was therefore irresponsible and likely to cause serious offense.”to ensure that future ads are “prepared with a sense of responsibility to consumers and to society, and do not cause serious or widespread offense or harm by objectifying women.
Boohoo had argued that the images were part of its swimwear category, and that the model was wearing the T-shirt over a bikini. It said the way it presents its garments “reflects the diversity of women in society” and the Boohoo consumer base.On Wednesday Boohoo said it was “disappointed by the findings of this ruling because we pride ourselves in our“Our marketing reflects the vibrant and confident culture of our brand and is designed to empower, not to intentionally cause offense.
The company noted that it “immediately removed the associated images from its website” after receiving details of the complaint from the ASA. A few weeks ago, Boohoo introduced a new social-driven campaign #boohoofilterfree, which aims to eradicate filter abuse and reduce comparison culture.said it believes the use of filters and face-altering apps have damaging effects on young people’s self-esteem and, with a lack of policing by social media apps, “filter abuse” in communities has become the norm.
Under the new campaign, influencers and customers are being encouraged to post across their social channels “filter free” using the Instagram story effect available on Boohoo’s profile to spread awareness about negative self-image and comparison culture.