British TV channel Boohoo was forced to remove an ad deemed sexist

London | British online clothing chain Boohoo was recalled to order on Wednesday over an ad that “objected and sexualized women’s bodies”, according to the regulator, which forced the brand to remove it from its website.

The ad in question, for a T-shirt, featured a female model wearing, in addition to the article sold, “only bikini bottoms and sneakers”. “It must not appear in its current form,” according to the British Advertising Authority (ASA) ruling.

The ASA, which said it acted on a complaint, added: “Neither partial nudity nor a bikini bottom fit the product and the pictures did not show this because it was normally worn.” and irresponsible.”

Boho argued that the shirt “was part of the swimwear department” and that the brand used “to show different ways to wear items” in its ads, reflecting “the diversity of women in society and in their clients,” according to the ASA ruling.

But the brand “said it understood the importance of the problems posed” by the ad and removed the images from its website, it identified.

However, on Wednesday morning, Boho said, in a statement sent to AFP, he was “disappointed by the results of this decision,” stressing that his marketing campaigns “reflect the dynamic culture” of the brand and are not intended to “intentionally offend” the public. .

Boohoo’s headline lost 2.38% to 91.84 pence on the London Stock Exchange on Wednesday around 1:20 pm GMT.

The company’s image was also tarnished in 2020 by a scandal over poor working conditions at suppliers, but the brand denied accusations of non-compliance with labor law.

Boohoo posted a discounted sales forecast for its astounding year ending February 28 in mid-December, citing “transitional” factors related to the pandemic, while ensuring its confidence in its future growth outlook.

see also