1,. 2,. & 3 Upheld

The ASA noted the woman's breasts were partly covered by the flowers and that the image was not presented in an overtly sexual way. However, we also noted the woman's head was not included in the image and considered that consumers would understand from the ad that they were being invited to view her naked torso and, in particular, her breasts. We considered that, because the product being advertised was unrelated to the image, the nakedness was incongruous and the image was likely to be seen to be an objectification of the woman in the ads and therefore of women in general. We further considered that the text "Others Measure - We Fit" and "Massive deals!" in conjunction with the images were likely to be seen as innuendo and contribute to that impression. We therefore concluded that ads (a) and (b) were likely to cause serious offence. We also concluded that ad (b) was irresponsible because it could be seen by children.

On these points ads (a) and (b) breached CAP Code (Edition 12) 4.1 (Harm and offence). Ad (b) also breached CAP Code (Edition 12) rule 3.1 (Social responsibility).