Lynx toiletries for men are often advertised on the premise that men who use the products will become more attractive to women. However, six adverts released in the summer of 2011 caused complaints for their sexually suggestive nature.
Advertising regulator the Advertising Standards Authority received over 100 complaints about the adverts for being demeaning to women, sexually suggestive and on public display where children could see them.
The advertising campaign consisted of posters, TV and internet adverts. The posters showed a bikini-clad woman under a shower on a beach and had a tagline reading, "The cleaner you are the dirtier you get."
The ASA received complaints that the poster had been seen near schools. It ruled that the poster was likely to be considered offensive by many members of the public, particularly those who were accompanied by children."
The TV adverts for Lynx were found to be acceptable because they had timing restrictions to appear after appropriate viewing hours for children.
The internet adverts, which featured model Lucy Pinder eating an ice lolly, stripping wallpaper or bending over an oven, received 15 complaints.
Since the advert appeared on Rotten Tomatoes and Anorak, websites that did not have age restrictions, ASA ruled that Lynx's manufacturer Unilever had been irresponsible in targeting their adverts.
ASA said that the adverts were "likely to be seen as gratuitous and to objectify women" and could be "seen as degrading to women".
The poster and five internet adverts have been banned and Unilever warned to make sure their adverts are "appropriately targeted" in future.
A Lynx spokesperson said: "As an advertiser we strive to be responsible and observe strict guidelines for all brand communications.
"Lynx adverts often provoke diverse reactions and opinions but it is never our intention to cause offence."
Do you find Lynx adverts offensive or do you think they are harmless? Leave a comment and share your thoughts.
Related links:
Read more on the story (BBC)
Misleading or offensive advertising (FindLaw)
Find local consumer law solicitors throughout the UK (FindLaw)
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