{"id":191169,"date":"2021-12-22T10:16:50","date_gmt":"2021-12-22T10:16:50","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=191169"},"modified":"2021-12-22T18:10:55","modified_gmt":"2021-12-22T18:10:55","slug":"jigsaw-email-ad-banned-by-asa-for-objectifying-women","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/jigsaw-email-ad-banned-by-asa-for-objectifying-women\/","title":{"rendered":"Jigsaw email ad banned by ASA for \"objectifying women\""},"content":{"rendered":"

An ad for fashion chain Jigsaw that featured a model climbing over a fence in her underpants<\/strong> has been banned for being likely to cause serious offence by objectifying women.<\/p>\n

<\/p>\n

An email from the clothing retailer in September stated in the subject line, \u201cThese boots were made for walking\u201d, and included a picture of a woman climbing over a fence wearing a jumper, boots and only underpants on her bottom half.<\/p>\n

Two readers complained that the ad objectified women and was offensive and irresponsible.<\/p>\n

Robinson Webster, trading as Jigsaw, said the image was created by an all-female team and \u201ccame from a place of celebration and freedom\u201d<\/strong>.<\/p>\n

Jigsaw said the model was wearing a bathing suit, and no other body parts were exposed because the image was focusing on the boots she was wearing.<\/p>\n

\"\"<\/a>

Image issued by the Advertising Standards Authority (ASA)<\/p><\/div>\n

Jigsaw said it understood that seeing the image in isolation and without the wider context might have led to it being perceived in a different way<\/strong>, which was not its intention. It agreed to withdraw the image from any future ads.<\/p>\n

The Advertising Standards Authority (ASA) said: \u201cThe model\u2019s face was not visible and, given its focus on the model\u2019s exposed buttocks and upper legs, we considered the low-angle nature of the image gave it a voyeuristic feel.<\/p>\n

\u201cWe considered there was therefore a sexually suggestive element to the image.<\/strong> We considered that her partial nudity was further highlighted as she appeared to be out for a hike or walk in the woods, where people would not ordinarily be undressed in that way.<\/p>\n

\u201cFor those reasons we considered that the ad objectified the model depicted and invited readers to view her body as a sexual object.<\/strong> Therefore, because the ad objectified and stereotyped women as sexual objects, we concluded that it was irresponsible and likely to cause serious offence.\u201d<\/p>\n

The ASA ruled that the ad must not appear again in its current form, adding: \u201cWe told Jigsaw to ensure that future advertising did not cause serious offence by objectifying women.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

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