Watchdog bans ‘sexualised’ bikini line shaving advert

 An advertisement for bikini line shaving products has been banned for objectifying women and the likelihood that it could cause serious or widespread offence.

The advertisement for Femfresh, seen on ITV Player and 4od in March and April, featured several women wearing briefs and swimwear while dancing.

The Advertising Standards Authority (ASA) said 17 viewers complained about the advertisement.

Church & Dwight UK, which owns the brand, said the advertisement had a target audience of women aged 18 to 34 and the dance was choreographed by a woman and featured moves regularly performed during dance warm-ups, yoga and other forms of exercise.

It said close-up shots were used to illustrate that the product could give a smooth bikini line. The ASA said the product had been “presented in an overly sexualised way” and ruled the advert must not appear again in its current form.