London | British online clothing chain Boohoo was called to order women’s bodies on Wednesday in an ‘objectionable and sexualized’ ad, which, according to the regulator, had to remove the brand from its site Internet.
The questionable statement showed “only bikini bottoms and sneakers only” for the T-shirt, which was sold exclusively in poses representing a female model. This was confirmed by a British Advertising Authority (ASA) decision that “no longer appears in its current form”.
The ASA added that “partial nudity or bikini bottoms were not related to the product and the images were not shown as normally worn”, adding that action had been taken on the complaint. “The statement argued that it was objectionable, harmful and irresponsible”.
Boohoo argues that the t-shirt is “part of its swimwear segment” and that the brand “shows different ways of wearing goods”, which reflects “the diversity of women in society and among their customers”. The decision of the ASA.
But the brand said in a statement that it “understands the importance of the issues encountered” and removed the images from its website.
However, Boohoo said in a statement sent to AFP on Wednesday morning that it was “disappointed with the outcome of this decision”, confirming that its marketing campaigns “reflect the dynamic culture of the brand” and do not aim to “deliberately degrade”. .
The Boohoo title lost 2.38% to 91.84 pence on the London Stock Exchange at 1:20 pm on Wednesday.
The company’s reputation was also tarnished by a scandal over miserable working conditions at suppliers in 2020, but the brand has denied allegations of non-compliance with labor law.
Boohoo has published reduced sales forecasts for its volatile year ending February 28, mid-December, reassuring that it is optimistic about its future growth prospects, citing “transitional” factors related to the epidemic.