The ads were taken down by American Apparel in compliance with the ruling. One of the ads shows a female model alone on a bed dressed in a turtleneck sweater and she does not appear to have panties on, though her positioning prevents the viewer from seeing her vagina. The other ad is a series of six shots of a woman, face unseen, wearing a Lycra bodysuit with blue thigh-high socks.
``We considered there was a voyeuristic quality to the images, which served to heighten the impression that the women were vulnerable and in sexually provocative poses,`` the ASA ruling
said in part. ``For the reasons given, we considered the ads were likely to cause serious offence to visitors to American Apparel's website. We concluded that they breached the Code.``
The ASA had received two complaints that found the ads offensive.
For their part, American Apparel
released a statement which said their efforts were geared toward staying within codes while “creating authentic, honest and memorable images relevant to their customer base” and they did take issue with the ruling. The ruling was upheld and American Apparel, which has been found to have breached codes before, took down the ads.
The ASA in the U.K. told the company to “ensure their future advertising contained nothing that was likely to cause serious or widespread offence.”