Adidas sports bra ads banned in UK for objectifying women

Twitter and poster campaign featuring dozens of sets of breasts was harmful and offensive, says ASA

An Adidas campaign featuring dozens of sets of breasts to promote the diversity of its range of sports bras has been banned by the UK advertising watchdog for using explicit nudity and appearing where children could see the ads.

The campaign, versions of which ran on Twitter and select large poster sites, prompted 24 complaints to the Advertising Standards Authority (ASA) that the ads were gratuitous, objectified women by sexualising them and reducing them to body parts", were harmful and offensive and were able to be seen by children.