Exploitative or degrading

Advertisers must not use sexual appeal in a manner which is exploitative or degrading of any individual or group, or where images of minors are used.

Section 2.2 of the AANA Code of Ethics states:

 Advertising or Markeilting Communications shall not employ sexual appeal:

(a) where images of Minors, or people who appear to be Minors, are used; or
(b) in a manner which is exploitative or degrading of any individual or group of people. 

In ads where minors (or people who appear to be minors) are used, sexual appeal is harmful, not acceptable and will always be regarded as a breach of the Code of Ethics.

Exploitative means taking advantage of the sexual appeal of a person, or group of people, by depicting them as objects or commodities; or focussing on their body parts where this bears no relevance to the product or service being advertised.

Degrading describes content which lowers in character or quality a person, or group of persons.

For more detail and guidance on the portrayal of people in advertising read the AANA Code of Ethics: Practice Note.

Visit our education page to learn more or view a case study for exploitative or degrading content here.

Examples of previous decisions
Sexualised depictions of minors

Examples of ads found in breach of Section 2.2 of the Code of Ethics:

SummaryCase examples
Sexualised depictions of minors.ContextLogic – 2021
Fachat – 2020

Examples of ads found not in breach of Section 2.2 of the Code of Ethics:

SummaryCase examples
Children modelling children’s clothing, where the poses of the children are natural and not sexualised, will not be considered to employ sexual appeal.Best & Less – 2019
Best & Less – 2019
Exploitative or degrading depictions of adults

Examples of ads found in breach of Section 2.2 of the Code of Ethics:

SummaryCase examples
Portraying women as commodities or objects to possess is seen to be exploitative.Honey Birdette – 2022
Honey Birdette – 2022
South East Auto Sales – 2021
Focusing on a body part that bears no relevance to the product or service provided is exploitative.Tom Waterhouse – 2021
World Cue Sports – 2020
RaffleTix – 2020
Reducing a woman to a single part of her body and suggesting that she is property or that she exists for the enjoyment of others is exploitative and degrading.Wet Pussy Shot – 2021
Just.Cos Cosmetic Surgery – 2020
Honey Birdette – 2020
Advertising lingerie can breach this Section of the Code if the ad suggests that the woman is the product, rather than the lingerie.Honey Birdette – 2019
Depicting a model in a lingerie ad in an overly sexualised pose can be exploitative and can breach the code.Honey Birdette – 2019
Honey Birdette – 2019

Examples of ads found not in breach of Section 2.2 of the Code of Ethics:

SummaryCase examples
Depicting attractive men shirtless or naked if they are not depicted in an overly sexualised manner and their genitals are covered – is unlikely to be found to be exploitative or degrading especially when the nudity is relevant to the product or situation.Sojo – 2021
ACMN – 2021
Hanes Brands Inc – 2019
Using attractive models in ads where the women are not in poses or situations which are exploitative and degrading.Hard Fizz – 2021
PointsBet Australia – 2021
Chubby Buns Burgers – 2020
Chemist Warehouse – 2020
Lifestyles Hi-Way Carwash – 2020
Using attractive models in costumes associated with brands or products being sold when they are portrayed in a positive light is not considered exploitative or degrading.Positive Pumping – 2021
Dapco – 2020
The Firm Gentlemens Club – 2019
Portraying women and men in consensual sexual poses are not considered degrading, however may breach other Sections of the Code.Yum Restaurants International – 2020
Focusing on the parts of women associated with the product they are promoting is reasonable, and it is not exploitative or degrading to do so if the model is not in a sexualised pose.General Pants Group – 2022
Cleverly Textiles – 2022
G-Star RAW – 2021
Seafolly – 2019
Cosmetique – 2019
Ladbroke.com.au – 2019
Depicting men admiring or commenting on the attractiveness of a woman is not seen as exploitative or degrading if that woman is shown in a positive light and is appreciative of the attention.WR Engineering – 2019
Toyota Motor Copt Aust – 2019
Using images of scantily clad women is reasonable in the promotion of adult venues or products, as long as there are no exposed nipples or genitals, and poses are not strongly sexualised.Gotham City House of Sin – 2022
Grosvenor Hotel – 2021
The Firm Gentlemens Club – 2020
Spearmint Rhino Gentlemen’s Club – 2019
Centrefold Lounge/Men’s Gallery – 2019
Depicting women in the product that is being promoted is reasonable, if the women are fully covered by their underwear and they are not posed in a provocative manner or in a manner suggestive of sexual activity.Bendon Ltd – 2022
Sojo – 2021
Honey Birdette –  2022, 2022, 2022, 2022, 2023
Bras n’ Things – 2021, 2022, 2022

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