Honey Birdette breaches ad standards with 'sexually suggestive' ad campaign

Australian lingerie company Honey Birdette has again breached ad standards with a recent campaign.

One complaint made to the Australian Association of National Advertisers described the ad as "sexually suggestive... I could see her vagina", with others calling the ad inappropriate for children.

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Given the ad can be viewed from any Honey Birdette shop window, many complainants expressed concern for what the brand was exposing shoppers to, with one complaint saying: "Nobody should be subjected to specialised images in public spaces. Particularly not visible genitalia."

The resounding criticism likened the ad to 'soft-porn', a criticism the brand has received times before on previous ad campaigns.

In response, Honey Birdette said: "It is never our intent to create controversy and they couldn't be further away from being 'porn' style videos.

"We are a company run by woman, for women, who believe firmly in female empowerment."

READ MORE: Honey Birdette in trouble again for 'soft porn' ads

The brand also claimed the complaint was made by someone known to Honey Birdette, who they said had been targeting staff at their Broadway store in Sydney.

In spite of the brand's response, the Ad Standards Community Panel determined the advertisement did not treat sex, sexuality and nudity with sensitivity, considering the relevant, broad audience and did breach the code regarding sexuality and nudity.