Lingerie brand Honey Birdette has fielded complaints against two store window advertisements aimed at raising breast cancer awareness.
Both advertisements featured model and two-time Stage 4 breast cancer survivor Jocelyn Binder wearing lacy lingerie. In an Instagram post two months ago, Binder confirmed she has breast cancer again and is currently undergoing treatment. As well as modelling, she is also the author of her memoir Sexy After Breast Cancer.
In one poster, Binder is cupping her breasts with her hands. In another, both her arms are raised up above her head.
Both posters shared the tagline “Boobs. Touch Yourself.” and added that the brand would donate $20 to the National Breast Cancer Foundation for every lingerie piece sold from October 24 to November 24 this year.
According to complaints, both posters objectified women and “sexualises breast cancer detection”.
The complaints tripped two separate Ad Standards Community Panel reviews. Honey Birdette - which regularly fields complaints over its advertising - responded to both panel reviews, saying the campaign was designed to address a critical health issue in a way that resonates with its audience.
“Research shows that when sensitive topics are approached with humour, they often have a higher impact and reach,” the brand reported. “In fact, campaigns with a light-hearted approach have been found to increase engagement and, more importantly, inspire action among women who may otherwise shy away from self-examinations.”
According to the National Breast Cancer Foundation, around 1,000 young women aged under 40 are diagnosed with breast cancer each year.
One in seven women and one in 550 men are diagnosed with breast cancer in their lifetime.
Honey Birdette added that early detection through self-checks can save lives.
“Our campaign uses cheeky, memorable language to break down the stigma surrounding self-exams and encourages women to prioritize their health in a way that feels approachable rather than clinical or intimidating.”
In the end, both complaints were dismissed by an Ad Standards Community Panel.
“The panel considered that the depiction of a woman in sexualised lingerie with the words ‘touch yourself’ contain a suggestion that the woman is touching herself for sexual pleasure. However, the panel considered that in the context of the full advertisement which provided information around the support of the Breast Cancer Foundation, the message was more likely to be interpreted as a reminder to people viewing the advertisement to examine their breasts for any changes.
“The panel considered that in the context of an advertisement promoting lingerie and breast cancer awareness, the depiction of the woman holding her breasts was not inappropriate for a broad audience that would include children.
"The panel considered that the advertisement was not overtly sexual and did treat the issues of sex, sexuality and nudity with sensitivity to the relevant broad audience.”