KEY POINTS:
A complaint about a Christchurch billboard for cars which featured a hitchhiking woman in cutoff jeans "dying for a shag" has been upheld by the Advertising Standards Complaints Board.
The billboard showed an image of a car beside a partial image of a "long-legged woman in a brief pair of shorts" who appeared to be hitching a ride. The billboard heading read, "Drive Bling Bling, Get Bang Bang!"
Complainant S. Duffton said the woman, shot from the back, had cut-off jeans which were "riding halfway up her bum".
The Complaints Board ruled that "the image and wording ... did in fact employ sexual appeal in a manner which exploited and degraded women in order to promote the sale of products".
