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:
Examples of ads found not in breach of Section 2.2 of the Code of Ethics:
Exploitative or degrading depictions of adults
Examples of ads found in breach of Section 2.2 of the Code of Ethics:
| Summary | Case 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:
| Summary | Case 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 |