Advertising Standard Authority Adjudication:

Complaint:

Objection to an advertisement, in Vogue magazine, for lingerie. The advertisement showed a photograph, framed as though seen through a keyhole, of the torso and thighs of a woman wearing a bra and knickers. The woman's thumbs were inside her knickers and her fingers were resting on her thighs and crotch.
The complainant objected that the advertisement was offensive because it suggested that the model was masturbating.

Adjudication:

Complaint upheld
The advertisers said the advertisement was inspired by the film Rear Window. They explained that the advertisement was part of the first campaign for Elle Macpherson Intimates not to feature Elle Macpherson and that they had decided not to show the new model's face. The advertisers said the advertisement showed an intimate moment and the photograph was feminine, luxurious and stylised. They said they had chosen to advertise in Vogue because it targeted sophisticated female readers and encouraged innovative advertising.

The publishers said they had received no complaints about the advertisement; they said they had published other advertisements in the campaign in earlier issues and had not received complaints. The publishers believed the photograph was a beautiful image with no disturbing undertones; they believed it would not offend their readers.
The Authority considered that, because it implied the woman was masturbating, the advertisement was likely to cause serious or widespread offence.
It asked the advertisers not to repeat the approach and advised them to consult the Committee of Advertising Practice copy Advice team before advertising again.