Intimate apparel retailer Honey Birdette has defended another risque advertising campaign - this time, with success.
The defence comes as the retailer battles accusations of staff mistreatment.
The latest campaign, a poster advertisement consisting of four pictures of two lingerie sets, was raised before the Advertising Standards Board (ASB) last month.
The tagline for the campaign was: Get lucky at at honeybirdette.com.
"Too sexually explicit," one complainant alleged. "Inappropriate to have an uncensored sex toy shop advertising in a shopping mall.
Honey Birdette claimed the campaign was appropriate to its target market in documents filed to the ASB.
"The style on the poster is our current selling range and our stores are all about making women feel safe and sophisticated.
"We are chain for woman, by woman. 95% of our 130,000 plus customers are women. I believe in increasing women’s power in society.
"Please be assured that we put a lot of time and effort into to ensuring that it is not offensive whilst also representative of our brand.
"We also focus test it with a wide range of friends and family to ensure it is sophisticated.
"I hope this helps you understand that to market and advertise lingerie, a certain level of skin needs to be exposed, however we do this in a way that empowers woman rather than demean them."
The ABS sided with Honey Birdette and dismissed the case.