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ASA bans raunchy Lucy Pinder Lynx adverts

The advertising watchdog accused the adverts of degrading women and treating them as sex objects
 Lucy Pinder strikes a number of provocative poses in th..
 
 
Lynx has come under fire for its latest advertising campaign, which features model and TV presenter Lucy Pinder striking a series of provocative poses.
 
The controversial ad campaign has been slammed by consumers for its overtly sexual nature.
 
The Advertising Standards Authority (ASA) received a number of complaints from consumers who accused the brand of glamorising casual sex and objectifying women.  
 
A separate Lynx advert, promoting shower gel, showed a woman standing underneath an outdoor shower wearing bikini bottoms while clasping an undone top against her breasts.
 
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The poster, which was also heavily criticised for its heavy content, featured the strapline: ‘The cleaner you are the dirtier you get’.   
 
Worried parents expressed their concerns over the ads being placed in outdoor locations where they could be seen by children.
 
ASA found the ads to be offensive and has consequently banned them.
 
"We considered that the suggestive nature of the image and the strong innuendo were not acceptable for public display where they might be seen by children and concluded that the poster was irresponsible on this point," said advertising watchdog.
 
Unilever, the company behind Lynx, has defended the campaign, claiming that young men had “come to expect, and were comfortable with the typical narrative, tone and content seen in advertising for the brand.”
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