The advertising “objectified women” and reduced them to body parts, according to some complainants.
The adverts were created by Adidas to highlight the diversity of breasts while also promoting their sports bra line.
A series of advertisements for Adidas sports bras that displayed naked breasts have been prohibited in the United Kingdom.
Some people complained to the Advertising Standards Authority in the UK, claiming that the ads objectified and sexualized women and were unsuitable for children.
In February, Adidas launched an ad campaign that included social media posts and posters depicting a range of bare breasts, some with the nipples blurred out.
The campaign was launched to promote Adidas’ sports bra collection, which includes 72 sizes and to showcase the uniqueness and diversity of breasts.
“The reasons we didn’t make just one new sports bra,” said the caption alongside the posters. Longer captions with a similar theme appeared on Instagram and Twitter posts.
adidas Women (@adidaswomen) shared a post.
However, the campaign caused a debate online, with some users calling the image offensive and graphic.
The Advertising Standards Authority (ASA) received 24 complaints against the ad. According to the ASA, some people thought the ads were “harmful and objectionable” because they “objectified women by sexualizing them and reduced them to body parts.”
