A television commercial for women's underwear by Dutch
retail chain Zeeman shows women in underwear in all kinds of
situations. Women's buttocks are prominently featured.
Complainants find the commercial women-unfriendly, sexist and too
naked for a time slot at which children also watch TV. They also
complain that Zeeman encourages women to spread erotic selfies. The
complaints raise the question whether the commercial is contrary to
good taste and/or decency. The Advertising Code Committee (ACC)
rejects all complaints.
The ACC rules that the (almost) naked buttocks in this
commercial have a function: promoting women's underwear.
Therefore there is a link between 'nudity' and the product.
The fact that one of the women takes a picture of the panties she
is wearing does not suggest that the picture will be forwarded.
According to the ACC, the commercial creates the impression that
the woman uses her phone as a mirror to see how the panties look.
The ACC considers the
