Manchester-based online fashion retailer Missguided has been rapped by the Advertising Standards Authority following an “overly sexualised” advert that “objectified women”.
The Video on Demand ad was shown on ITV Hub during Love Island on 14th June and opened with a close-up of a woman’s mouth as she held a strawberry between her lips.
The ad then showed young women in swimwear on a boat and on-screen, with text stating “If you plan on wearing clothes this summer … we’ve got you covered … kind of”. This ‘we’ve got you covered’ theme ran throughout the ad, as well as being used on the firm’s website (below).
The ad showed young women on a beach with their legs apart, a woman running her hand up her inner thigh, a group of women in thong bikinis and another woman posing in a bikini astride a motorcycle.A viewer complain that the ad was overly sexualised and objectified women, which was upheld by the ASA.
The ASA acknowledged that the ad promoted summer wear and in particular swimwear and that it would be expected to contain images of women in that clothing.