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Adidas sports bra adverts that featured photographs of bare breasts have been banned for showing explicit nudity.
Images of the breasts of dozens of women of various skin colours, shapes and sizes in a grid format appeared on a tweet and two posters.
The Advertising Standards Agency found all three versions likely to cause widespread offence.
Adidas said the adverts “show just how diverse breasts are” and therefore how important the correct sports bra is.
A spokesperson for Adidas UK said it stood proudly behind the message which it continued to display on its website.
The tweet was posted in February with the words: “We believe women’s breasts in all shapes and sizes deserve support and comfort. Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”
The two posters showed similar cropped images of 62 and 64 women, and stated: “The reasons we didn’t make just one new sports bra.”
The advertising watchdog received 24 complaints that the advert’s use of nudity was gratuitous and objectified women by sexualising them and “reducing them to body parts”.
Some people had contacted them asking whether the posters were appropriate to be on display where they could be seen by children.
Twitter also said the post had been reported by some users but was not found to be in breach of its terms of service. (BBC)
