Missguided rapped for ‘overly sexualised’ ad

“We considered some scenes were in keeping with typical ads for such products,” the ASA stated in its judgement. “However, others went further and were highly sexualised, including some that did not show any of the clothing that was being advertised or include the model’s face.”

Missguided argued that the models were of different shapes and sizes and that the ad showed empowered women. The ASA disagreed with the latter point.

“We did not therefore agree that the women in those scenes were presented as empowered, confident young women. We considered that the cumulative effect of the scenes meant that overall, the products had been presented in an overly-sexualised way that invited viewers to view the women as sexual objects.

“The ad appeared during the programme Love Island, and we acknowledged that there were similarities between the content of the ad and the programme, which was a reality dating show in which male and female contestants were featured often wearing swimwear or other revealing clothing and sometimes engaging in degrees of sexual behaviour.

“However, we considered that some viewers who enjoyed the programme would nevertheless be seriously offended by advertising that presented women as sexual objects. Because the ad objectified women, we concluded that it was irresponsible and likely to cause serious offence.”

Missguided was founded in 2009, originally being based in Salford before moving operations to Trafford Park in 2015.

We'll need your details by November 4th