Sex, sexuality and nudity

The AANA Code of Ethics prohibits the harmful use of sex, sexuality or nudity in advertising.

Advertisers must treat sex, sexuality and nudity with sensitivity to the audience that will view or hear the ad and avoid the use of overtly sexual images in public spaces with a broad audience.

Section 2.4 of the AANA Code of Ethics states: 

Advertising shall treat sex, sexuality and nudity with sensitivity to the relevant audience.

Relevant audience is the audience that will see the advertising through media placement and targeting.

The Community Panel will consider the audience or readership composition data for the relevant media. For example, OzTAM data can be used to inform the Community Panel that the relevant audience for commercial free to air and subscription television is grocery buyers between the ages of 20 and 35.

In the case of social media, the Community Panel considers the opt-in nature of the medium and the age-gating which may apply to some social media sites in determining the relevant audience. ClearAds rating and the program the content was seen in or the time it was seen may also be used to inform decisions.

For more information and guidance on the portrayal of sex, sexuality and nudity in advertising read the AANA Code of Ethics: Practice Note and the Guide to overtly sexual imagery in advertising.

Visit our education page to learn more or view a case study for sex, sexuality and nudity here.

Examples of previous decisions
Product relevance

Examples of ads found in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
The use of overtly sexual imagery to promote unrelated products.With Jean – 2021
Suit Supply – 2021
Ads for lingerie that are overly sexualised and not appropriate for a broad audience.Bendon Ltd – 20222022
Shein – 2022
Honey Birdette – 20212021202120222022
Ads for sex products or services that are are overly sexualised and/or depict a high level of nudity.Honey Birdette – 20192020
Crazy Horse Revue Pty Ltd – 201920202020
The Firm Gentlemens Club – 20192021
The Palace – 20192019
ContextLogic – 2019

Examples of ads found not in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
Ads for sex products, venues and services where the level of sex, sexuality and nudity used is not considered inappropriate for the audience.Magic Touch – 2022
Gotham City – 2022
Wild Secrets – 2022
Daily Jocks – 2021
It’s Normal – 20212021
Ads for weight loss products, cosmetic surgery or similar services that depict people in limited clothing to highlight the services they offer and where the ad is not overly sexualised.Cosmetique – 2020
Chemist Warehouse – 2020
Ads for sexual performance enhancers, if they are not overly explicit and are not inappropriate for the relevant audience.Pilot Men’s Health – 2021
Ads for lingerie where the images are not overly sexualised and do not use inappropriate nudity or exposure.Alibaba Group – 2022
Honey Birdette – 20222022202220222022
Bras n’ Things – 20222022202220222022
Cotton On Group – 20202021
Hanes Brands Inc – 201920192019
Ads that depict people in the clothing being sold, where ads are consistent with fashion advertising and not overly sexualised.G-Star RAW – 2021
Pretty Little Thing – 202020202020
Promotion or discussion of sexual health and reproductive matters when discussed with sensitivity.Asaleo Care – 2021
​​​​​Humour and sexual innuendo

Examples of ads found in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
Ads which are able to be viewed by children where sex, sexuality and nudity is not treated with sensitivity, regardless of humour used.Wicked Campers – 2021

Examples of ads found not in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
Ads with mild sexual references which would not easily be understood to be sexual by children.Pedal This Performance and Conversion – 2022
Universal Hotels – 2022
Sojo Pty Ltd – 2021
Pilot Men’s Health – 2021
Conga Foods – 2020
Ads which use double entendre, where a non-sexualised explanation of the meaning would be understood by children.Menulog – 2020
The Man Shake – 2020
Asahi Premium Beverages – 2019
Cece Crash Repairs – 2019
Frucor Beverages Australia – 2019
Ads that contain a high level of sexualised content which is limited to an adult or older teenage audience.Botanika Blends – 2022
Big W – 2022
Grill’d – 2021
Better Brewing Co – 2021
Hard Fizz – 2021
Ads with humorous, mild sexualised themes.Wynstan Blinds – 2022
Koala Sleep – Pty Ltd – 2021
Lifestyle Communities – 2021
Mosh – 2020
Yum Restaurants International – 20202020202020202021
​​​​​Nudity

Examples of ads found in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
Explicit nudity in a medium which is likely to be seen by children.Honey Birdette – 2021
Sydney Forklift Trucks – 2021
One Night Woman – 2020
The use of naked or semi-naked people in a sexualised pose, even if there is no explicit nudity.Catch Group – 2020
The Firm Gentlemens Club – 2020
Honey Birdette – 20192019
The use of naked people, even when the advertising is not sexually suggestive, may be considered inappropriate if able to be viewed by a broad audience including children.Sportsbet – 2018
Explicit simulated depictions of genitalia.Australian Research and Space Exploration – 2021
ContextLogic – 2020

Examples of ads found not in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
The suggestion of nudity but where the people featured are adequately covered or silhouetted.PVH Brands – 2022
Binge – 2022
General Pants Group – 2021
Westpac Group – 2021
Grosvenor Hotel – 2021
A higher level of nudity in mediums which are unlikely to have a young audience.Cotton On – 2022
Museum of Old and New Art – 2022
Adidas Australia Pty. Ltd. – 2022
69Slam – 2020
Amazon Prime Video – 2020
Showing people in the shower, bathroom or applying fake tan, where there are no breasts or genitals visible.AVIS – 2020
Naked Tan – 2020
Metricon Homes – 2019
The depiction of people’s bodies and bare skin for toiletry products, where the images are not sexualised.Brand Developers – 20222022
Modibodi – 2020
SOJO – 2020
Shiseido Fragrance Division – 2020
Parfums Christian Dior – 2019
Showing men without shirts on, which is only mildly sexualised.ACMN – 2021
Shopback – 2019
Road Safety Advisory Council – 2019
Shiploads – 2019
The depiction of nudity in a tasteful manner, related to the artistic product or service being promoted.Museum of Old and New Art – 2022
The use of nudity in a humorous, not sexualised manner, where people are still covered appropriately.Mitre 10 Australia – 2022
Sportsbet – 2020
Amazon Prime Video – 2020
Sydney Water – 2019
Tasmanian Bakeries – 2019
Women and men in swimwear, where poses are not sexualised, especially in conjunction with beach, pool or fitness activities.Australian Avocados – 2021
Ultra Tune – 20202020
Tesalate – 2020
TATA Global Beverages – 2019
Exclusive Tyre Distributors Pty Ltd – 2019
​​​​​Suggestive phrases and acts

Examples of ads found in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
Highly explicit or sexual content even in a medium that is restricted to older audiences.Darra Tyres – 2020
ContextLogic – 2020
WWWave Corporation – 2020
Highly explicit or sexual content in public places which are likely to be viewed by broad audiences including children.Sax Fetish – 2021
Honey Birdette – 2020, 2021
Wicked Campers – 2019, 20202020

Examples of ads found not in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
Couples, including same-sex couples, kissing or embracing where no private parts are visible.Stan – 2022
Mars Wrigley – 2021
eHarmony – 2021
Honey Birdette – 20202020
Koala Sleep – 2020
The use of factual sexual language or imagery to promote health products or social messaging.It’s Normal – 2021
Lifestyles Healthcare – 2021
Genea – 2020
Victorian Department of Health and Human Services – 2020
Thorne Harbour Health – 20192019
Sexualised themes or words are appropriate when care is taken to ensure these ads take into account the sensitivity of the relevant audiences.Pernod-Ricard – 2022
Kogan Technologies – 2022
Nine Network Australia – 2021
MTV – 2021
Crazy Maple Studio – 2021
​​​​​Sexualisation of children

Examples of ads found in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
Sexualisation of minors or models who could be easily perceived as a minor.Shein – 2022
Grill’d – 2021
ContextLogic – 2021
Fachat – 2020

Examples of ads found not in breach of Section 2.4 of the Code of Ethics:

SummaryCase examples
The use of adults and children to show a fashion range will not be considered inappropriate, where the children are not depicted in a sexualised manner.Best and Less – 2019
Target Australia –  2019
Ads that include images of infants or young children in swimwear or underwear where the images do not employ sexual appeal, the tone of the ad is innocent, the children are appropriately covered or genitals are not visible, and there is no undue attention on the child’s body.Rusty – 2022
Bayer Australia – 20192019
LJ Hooker Mona Vale – 2019
Ads that use an adult model who may look like a teenager that is not sexualised and appropriate for general audiences.Roc Boots – 2020

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