Controversial ad campaign avoids ugly end

One of the more vanilla images used in the jewellery campaign. Photo / Supplied

Kiwi clothing brand I Love Ugly has avoided the wrath of the advertising industry standards body over a controversial campaign.

Early this month, the men's clothing label released a brochure about its men's jewellery range that featured a clothed man covering various parts of a naked woman, as well as images showing the woman's breasts and private parts.

A decision released today by the Advertising Standards Authority says I Love Ugly has removed the offending images and apologised to the people who complained.

It has also said it would undertake a review of its procedures and policies to help it comply with the industry code of practise.

In light of that, the authority decided it wouldn't need to take further action.

An R. White laid the complaint, saying: "I object to the use of a naked women being touched in a sexual way in order to [sell] men's jewellery products ... "

"Not only is the sexual appeal of a woman being used to sell a product which is unrelated to sex, but the relationship depicted is exploitative and degrading.

"The woman remains naked throughout the campaign, while the man is fully clothed. The man is clearly in control, the woman subservient, always passive, never active."

R. White said the campaign reinforced "damaging attitudes towards women, promoting the view of women's bodies as passive objects".

Other people who laid complaints had similar views, the authority says.

I Love Ugly told the authority it acknowledged the complaints and it took such matters seriously.

"Please be advised there was absolutely no intention to cause offence to any members of our prospective audience and we regret if the images were received in this way."

The label said it took pride in its advertising and had now introduced guidelines and an enhanced sign-off process.

"As an organisation, we constantly strive to evolve and challenge our audience, while staying true to our established brand and tenacious worldwide followers. However, causing offence to our audience is counter-productive and does not fit with the brand message we are trying to deliver."

The complaints are now settled.

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