The advertising watchdog has said a PrettyLittleThing.com advert “must not appear again in its current form” after upholding a complaint that it was “overly sexualised”.
The Advertising Standards Agency (ASA) said the advert from the Manchester-based retailer, owned by Boohoo Group, was “likely to cause serious offence by objectifying women”.
The watchdog said it received a complaint after the advert in question was shown pre-roll on YouTube on October 29.
Following an investigation, the watchdog found the retailer in breach of code rules covering social responsibility and harm and offence.
The advert featured a woman wearing black vinyl, high-waisted chaps-style knickers and a cut-out orange bra, dragging a neon bar and looking over her shoulder.
The ASA said: “The ad proceeded to show women in seductive poses, wearing various lingerie style clothing and holding the neon bars.
“The woman was lying on her side with her knee bent up and with a neon bar in between her legs. The next scene showed a woman in a bikini top, holding the neon bar behind her shoulders in a highly sexualised pose which accentuated her breasts.
“The woman was then depicted crouched down with her legs apart, wearing chaps-style trousers to reveal string bikini bottoms.”
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The watchdog said the “cumulative effect of the scenes” had meant its products were presented in a “overly-sexualised way that invited viewers to view the women as sexual objects”.
In response to the ASA investigation, PrettyLittleThing said they had “not intended to create an ad which was deemed offensive and irresponsible”.
“They said they worked hard to promote a positive and healthy body image that was inclusive and empowered women.
“Prettylittlething.com provided a mood board to demonstrate the creative theory behind the ad and explained that the ad was inspired by their customers who seek the latest rave style clothing,” the watchdog said in a statement.
In a to the Manchester Evening News , the retailer, said: “PLT is aware of the ASA guidelines and strives to ensure all its adverts comply with ASA guidelines.
“PLT is a brand which celebrates all women and body diversity and we in no way meant to cause any offence with the advert in question.
“We will be removing the advert with immediate effect.”