Swimwear ads pass muster

Published on 08/08/2012 02:09

Swimwear adverts by high street clothing store H&M were investigated after complaints that they were degrading towards women and unsuitable for young eyes.

The five posters and a digital advert showing scantily clad models were branded “offensive” and “irresponsible” by members of the public who complained they were both degrading and “too sexual for general display and unsuitable to be seen by children”.

Ruling against the complaints and letting the adverts remain, the ASA stated: “The models in all the ads were wearing bikinis. However, we considered this was in line with consumer expectations in a campaign promoting swimwear.”