The Advertising Standards Authority in South Africa has always
been strict concerning the use of overt sex as an advertisement
motivator.
But the proliferation of New Media has made assimilation and
management far more difficult.
In a recent case in the UK, Facebook was used as a medium for
what was in effect blatant sexting.
A recent social media advertising campaign created by Bendon and
Mossimo encouraged people to take and upload photographs of
themselves in their underwear. The UK Authority was concerned that
such promotions could encourage "sexting".
Bendon's "Loveable Besties" campaign featured
Australian supermodel Jennifer Hawkins and her model
"bestie" taking self-portraits in Bendon's new range
of brightly coloured underwear. The Facebook advertisement
added the caption "Take Selfies with Lovable Besties to Win
Weekly Lovable Prizes".
