The UK is known for their strict advertising rules, so when we heard that they were looking into Rosie Huntington-Whiteley’s Rosie for Autograph ads, we weren’t surprised. But their response did shock us a bit!
The Advertising Standards Authority or ASA, received seven complaints that three of the model’s moving outdoor ads were "overtly sexual, explicit, degrading to women and reinforced sexual stereotypes of women" since they featured her moving around in her lingerie.
"The brand positioning was a range designed by a woman for women, as opposed to being designed for the titillation of men. They said consumer engagement with Rosie was key which meant that she looked into the camera lens during the ads and the digital outdoor ads held the outfits in frame for a couple of seconds to allow readers time to engage with them."
After looking into the matter, the ASA ruled that the ads could stay.
Their reasoning was that Rosie wasn’t overly sexual, she was by herself in the ads and not with someone else, also, her movements were geared toward modeling and not suggestive. M&S scored big points too by originally requesting the ads not be put up near schools.
So, despite the seven people who don’t want to see Rosie’s bangin’ body around their city, the ads will stay up!
Bravo, ASA! Now get out there and get some empowering lingerie! LOLz!
[Image via Marks & Spencer.]