Muff advert banned. What utter Guff.


An advert for bikini line shaving products has been banned by the Advertising Standards Authority (ASA), which found it was likely to cause “serious or widespread offence”.

The Femfresh advert featured women, wearing briefs and swimwear, dancing.

Shown on ITV and Channel 4 on-demand services earlier this year, it included close-up shots of the women’s crotches.

The ASA received 17 complaints that the advert objectified women and portrayed them in an overly sexualised way.

Church & Dwight UK  the brand which owns Femfresh  did not believe the advert for the so-called “intimate shaving collection” was offensive or socially irresponsible.

It said it was aimed at a target audience of 18 to 34-year-old women and that close-ups were used to illustrate that the product could give consumers a smooth bikini line.

Neither Channel 4 or ITV received any complaints about the advert directly and both agreed with comments made by Church & Dwight that it did not objectify women

But the ASA noted that the dance sequence was “highly sexualised”, there were “few shots” of the women’s faces and the high-cut swimsuits “were more exposing” than most.

“Even taking into account the nature of the product, we considered that it had been presented in an overly-sexualised way that objectified women,” the ASA said.

“We concluded that the ad was likely to cause serious or widespread offence and therefore breached the code.”

It ruled that the advert must not appear again in its current form.

Personally it’s a lady garden shaving advert, what are the supposed to show? An old boy mowing a bowling green to avoid consumer’s blushes. Get a grip. We all got downstairs fluff, if we choose to de fuzz it why can’t companies not coin in on it.

What do you think?



source material – BBC & Femfresh

About Baby Bel

I'm a single mum, waiting on my knight with shining armour but the best I can hope for is my 7 year old wrapped in tin foil. You can normally find me on my hands and knees (cleaning the kitchen floor). Getting wet in the bathroom (cleaning the kids honest). Dirty in the garden (digging weeds). Being creative in the kitchen (spaghetti hoops on toast ah viola!)

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