After 24 complaints have reached the Advertising Standards Authority (ASA), the institution has banned an Adidas advertising for the company’s sports bras range from showing in the U.K. The ad that showed uncensored images of women’s bare breasts – to underline the variety in shapes and sizes of breasts and emphasize the reason for tailored support with different sports bras – was part of Adidas’ ”support is everything” campaign. The reactions to the campaign among creators of advertisements were very heterogeneous: from ”groundbreaking” to ”objectification sold as liberation.” However, though ASA agreed with the brand that the ads weren’t sexual or objectifying, it said the ads had not been targeted carefully enough based on their explicitness and had been displayed in areas where kids could view them.
