‘H&M bra ad not indecent’

H&M has once again escaped censure from the advertising watchdog, despite claims that an ad campaign showing a woman dancing in her underwear was “indecent and offensive”.


A handful of viewers complained that the TV and digital outdoor ads promoting a push-up bra were unsuitable to be seen by children.

The fashion retailer said that it intended to show the function of the garment in a playful way, and that the model was not acting provocatively.

The Advertising Standards Authority ruled that the ad did not contain explicit nudity and in the context of an ad for a bra, was not overtly sexual and would not cause serious or widespread offence.

H&M’s ad campaign starring David Beckham in his pants advertising his range of men’s underwear was last week cleared by the ASA despite complaints that it was irresponsible.

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