Midweek Sport - - NEWS -

SPOILSPORTS have banned an ad­vert for fanny shav­ing prod­ucts which shows saucy close-ups of women’s crotches.

The ad for Fem­fresh, which boasts that its prod­ucts – in­clud­ing shav­ing balm and ‘in­ti­mate wash’ – pro­vide ‘ Ex­pert Care for Down There’, shows a string a women in biki­nis and swim­suits danc­ing to pump­ing music.

The women are shown in an ar­ray of re­veal­ing outfits as they ‘bend and thrust’ at the cam­era.

A voiceover says: “It feels good to have a beau­ti­ful bikini line, es­pe­cially when you use shav­ing stuff that makes you feel fab­u­lous. Whether you’re a sculp­tor or a com­pletely smoother, new Fem­fresh two-in-one shower and shave cream will calm red­ness and re­duce ra­zor bumps.”

A to­tal of 17 peo­ple who saw the ad, which was shown on the ITV Player and Chan­nel 4’s 4oD, whinged that the ad showed women in an “overly sex­u­alised way”.

Bosses at the Ad­ver­tis­ing Stan­dards Author­ity agreed and banned the ad from be­ing shown, say­ing it “fo­cused to a large ex­tent on mul­ti­ple close-up shots of women’s crotches’.

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