Adidas sports bra advertisements have been banned in the United Kingdom

The Advertising Standards Authority in the United Kingdom has prohibited Adidas advertising that feature photo grids of bare breasts.

A grid of images of several women’s unclothed chests appeared on the apparel company’s promotional material for its sports bras, which was issued in February. The photos, which appeared in a tweet and two posters, were meant to emphasise body diversity and Adidas’ efforts to cater to people of all shapes and sizes.
The Advertising Standards Authority (ASA) stated it had received 24 complaints about the advertising.

According to the ASA judgement, which was published online Wednesday, some people believed that using nudity for no reason objectified women by sexualizing them and reduced them to body parts. Others questioned whether the poster advertisements should be shown where children may view them.
Both complaints were upheld, and the advertising were ordered not to appear in the same form again, according to the authority.
“The ads’ objective was to indicate that women’s breasts differed in shape and size, which was relevant to the sports bras being advertised,” the ASA said.

It did, however, add: “We assumed that showing nude breasts would be interpreted as explicit nudity. We noticed that the advertising focused mostly on the breasts, with the bras themselves receiving only passing mention in the accompanying text.”

“Because the ads contained graphic nudity, we judged that they required careful targeting to avoid offending people who watched them,” the ASA continued.
The promotion was supported by Adidas.
“The gallery creative was created to show exactly how diverse breasts are, incorporating different forms and sizes that highlight why customised support is vital,” Adidas said in a statement to CNN Business on Thursday.
It’s crucial to highlight that the ASA judgement concerned the usage of this creative in an untargeted manner, not the creative itself or the message, which we happily support.”