Goodbye boys! provocative underwear poses banned
By FnF Desk
PUBLISHED: Oct 10, 2011, 13:13 pm IST | UPDATED: Oct 10, 2011, 13:16 pm
Keywords: X-rated posters Bikini-clad models Advertising Standards Authority Sexually explicit images Naked Eva Herzigova
London: Billboards plastered with racy images of scantily clad models are to be banned in a bid to prevent the sexualisation of children.
In what is seen as a victory for parent-power, sexually explicit images of women will be removed from billboards near schools, while the most X-rated posters will be banned altogether.
The move, by the Advertising Standards Authority, follows a report from the Mothers' Union which called for the rules on billboard posters to be tightened to prevent young children being sexualised.
Under the ASA's new rules, models posing in lingerie could be banned, although posters of bikini-clad models will only fall foul of the rules if they are posing in a provocative manner.
But even models posing with their hands on their hips or in their hair could find themselves removed from billboards near schools and a poster of a fully-clothed couple could be banned if they are shown in a 'passionate clinch.'
Posters such as the Eva Herzigova 'Hello Boys' ad for Wonderbra and Sophie Dahl's Yves Saint Laurent perfume advert, in which she posed naked on a fur rug, would be banned the Daily Mail reported.
The ASA announcement comes after representatives from the authority spoke to parents and children in Cardiff in June in a bid to find out whether the rules governing billboards should be tightened.
ASA chairman Lord Smith said: 'Our engagement with parents and young people in Wales has been a fascinating and valuable exercise. We have learned some lessons; we know that we do not always get it right – the strength of feeling about untargeted ads of a sexual nature was particularly telling – and that feedback is already being taken on board.'