Is This Lingerie Advert 'Degrading And Demeaning To Women'?

A still from the Innerware advertisement.

A still from the Innerware advertisement.

A television advertisement for Innerware, an Adelaide-based lingerie chain, has been banned by the national Advertising Standard's Board after viewers complained it was "degrading and demeaning to women" and included "a level of sexuality and nudity which is not appropriate." 

In the 33-second commercial, a woman emerges from a red sports car; inexplicably clad in her underwear, a trench coat and stilettos. Sashaying through a tyre shop, ogled by (salivating) mechanics, she asks the man behind the counter, "Can you fit me?" 

She is, of course, referring to the underwear brand’s free professional fitting service, yet television viewers were largely unimpressed. Here are some of the complaints submitted to the ASB: 

"The ad was discriminatory towards women and in very poor taste. It was highly inappropriate and had nothing to do with lingerie."


"I thought it was an ad for the sex industry when I first saw it."

"It objectifies women and makes them out to be a piece of meat." 

One woman commented that the advert contributed to her husband’s porn addiction. 

After reviewing complaints, the Advertising Standards Board ruled that while the commercial was not exploitative or degrading to women, it failed to "treat the issue of sex, sexuality and nudity with sensitivity" and therefore can no longer be aired.

However, Innerware Lingerie owners Evan and Tina Zorba are baffled by the fuss. The Australian quotes Mr Zorba thus: “The idea was about having fun with it, we didn't want to offend anyone, it was a bit cheeky.”

If you can stomach it, take a look and tell us what you think:

Source: The Huffington Post, The Australian