A “provacative” poster campaign promoting the perfume “Rogue by Rihanna”, featuring the singer seemingly stark-naked apart from a pair of high heels, has been outlawed from appearing where children may view it.
The ad, which ran nationally, sparked a complaint to the Advertising Standards Authority when one consumer spotted it on the doors of a lift in a shopping centre.
The complainant believed it was “overly sexual and demeaning to women” and featured “a sexualised and provocative image, which was inappropriate for children to see”.
In its defence, the perfume’s manufacturer Parlux claimed the ad was designed to capture Rihanna’s “provocative” song and persona but denied it featured improper nudity or offensive imagery.
Parlux believed the majority of women would not consider the portrayal of Rihanna to be demeaning, but rather she was depicted as being in a position of power, as indicated by the name “Rogue”, which suggested one with the courage to challenge boundaries.
It added that the spot was consistent with advertising for Rihanna’s previous perfume launches, which had received no complaints, and reflected the advertising “norms” of the fragrance industry.
But the ASA said: “While we did not consider the image to be overtly sexual, we considered that Rihanna’s pose, with her legs raised in the air, was provocative. Because of this, and the fact that Rihanna appeared to be naked except for high heels, we concluded that the ad was sexually suggestive and should have been given a placement restriction to reduce the possibility of it being seen by children.”
The ad was banned from appearing again without a placement restriction.
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