ASA Ecommerce Fashion

‘Sexually suggestive’ Boohoo ads banned by the ASA for objectifying women


By Hannah Bowler, Senior Reporter

February 16, 2022 | 2 min read

Boohoo ads that used “sexually suggestive” images have been banned by the Advertising Standards Association (ASA) for objectifying and sexualizing women.

ASA bans Boohoo ads for being 'sexually suggestive'

The ASA has banned this Boohoo ad for being ‘sexually suggestive’

The fast-fashion retailer used several images of a model posing in only an oversized T-shirt, a bikini thong and trainers, with the T-shirt folded to expose her body instead of focusing on the product.

The watchdog investigated the case after a complaint said the images were harmful and irresponsible.

The ASA upheld the ruling, deeming 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.”

In one of the images, the model was shown from behind in a kneeling position; in another, the model was sitting with her legs spread apart so that the focus was on her crotch; and in the third, the model lifted the top to expose her stomach and side.

Boohoo claimed the images were part of the swimwear category and the model was advertising both the top and the bikini. It also added that the way it presents the clothes “reflected the diversity of women in society and [its] customer base.”

Boohoo has since removed the images from its site.

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