Boohoo has had one of its adverts banned by the advertising watchdog following complaints that it was “sexually suggestive”.


The Advertising Standards Authority (ASA) received objections from consumers about the ad, which included a rear view that showed a model kneeling, as well as an upper-body shot that showed the model lifting her T-shirt to expose skin on her stomach.

One complaint said that the images were “offensive, harmful and irresponsible”.

The ASA ruled that the advert “objectified and sexualised women” and was therefore “likely to cause serious offence”.

It said that the advert must not appear again in its current form.

Boohoo disappointed by the decision

Boohoo said it was “disappointed” by the ASA’s ruling and insisted: “We pride ourselves in our inclusive, body positive imagery.”

A spokesman for the etailer added: “Our marketing reflects the vibrant and confident culture of our brand, and is not designed to intentionally cause offence.

“We removed the associated images from our website when we received details of the complaint from the ASA.”

It comes less than three years after the ASA banned a Boohoo ad containing the strapline “send nudes”.