LONDON | British online clothing chain Boohoo was called to order on Wednesday over an advert that ‘objected and sexualised’ women’s bodies, according to the regulator, which forced the brand to remove it from its site Internet.
The advertisement in question, for a T-shirt, showed in particular a female model in suggestive poses wearing, in addition to the article sold, “only a bikini bottom and sneakers”. This “must no longer appear in its current form”, judged in a decision the British authority (ASA).
“Neither the partial nudity nor the bikini bottom were relevant to the product and the images did not show it as it would usually be worn,” added the ASA, which says it acted on a complaint. arguing that “the advertisement was offensive, harmful and irresponsible”.
Boohoo argued that the T-shirt “was part of its swimwear section” and that the brand used to “show different ways of wearing the items” in its advertisements, reflecting “the diversity of women in society and in their customers”, according to the decision of the ASA.
But the brand “said it understood the importance of the problems posed” by the advertisement and removed the images from its website, it is specified.
Boohoo, however, said Wednesday morning in a statement sent to AFP to be “disappointed by the conclusions of this decision”, ensuring that its marketing campaigns “reflected the dynamic culture” of the brand and did not aim “to intentionally offend” the public.
The title of Boohoo lost 2.38% to 91.84 pence on the London Stock Exchange on Wednesday around 1:20 p.m. GMT.
The image of the company had also been tarnished in 2020 by a scandal over deplorable working conditions at suppliers, but the brand had denied the accusations of non-compliance with labor law.
Boohoo published lowered sales projections for its staggered year ending February 28 in mid-December, pointing to “transitional” factors related to the pandemic, while ensuring that it was confident regarding its future growth prospects.