Sloggi bare bum ad rapped for placement near mosque

LONDON - An ad for Sloggi underwear showing three women wearing nothing but G-strings along with the strapline 'It's string time!' has been deemed offensive after it was placed near a mosque, generating complaints from Muslims.

Sloggi bare bum ad rapped for placement near mosque

The ad showed the women standing in a field with butterfly nets and little else. Two people said that it was offensive and not suitable to be displayed outside a mosque.

The Advertising Standards Authority agreed with the complaints, saying that the nakedness could cause serious offence to Muslims if placed near a mosque, and told the advertiser, Triumph International, to be more careful when placing similar posters in future.

It is an issue that has seen other advertisers accused of insensitive placement of advertising. In 2003, there were complaints about a poster for Adidas, featuring the sprinter Dwain Chambers naked except for a pair of trainers fitted with explosives in the heels, in a reminder of the would-be shoebomber Richard Reid.

The ASA ruled against another complaint against a Sloggi ad showing three rugby players wearing only fitted underpants. The complainant had said that it was unsuitable to be placed in a predominantly Muslim area, but the ASA said that there was not sufficient reason to assume that it was a particular problem for Muslims.

The same Sloggi ad campaign was banned in France for being sexist.

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