Australian undergarment brand Nala has fielded two complaints from the public over its billboard advertisement depicting local model Simone Holztnagel breastfeeding her child.
The advertisement was part of a campaign promoting Nala’s first foray into maternity wear. The tagline of the advertisement read 'Sorry to offend you.'
According to a case report by AdStandards, the complaints accused the advertisement as being “offensive” and “borderline pornography”, as well as “inappropriate nudity in a public forum”.
Nala issued a response to the initial complaints, arguing that there is nothing sexual about a mother breastfeeding her child.
“It is the most natural, evolutionary act, and provides babies with their essential nutrients, keeping them alive and healthy,” Nala reported. “This is why, by law, Mothers are allowed to breastfeed their children wherever they need.
“Further to this, it is why in the AANA Code of Ethics it specifically states that ‘nothing in this rule is intended to prevent ads from featuring … breastfeeding products’.”
Nala also reported that the brand consulted the Outdoor Media Association (OMA) prior to running the campaign, and was reportedly advised that the concepts of the campaign were "good to go."
“We ensured that in the advertisement you were unable to see any nipples,” the brand confirmed. “We also avoided a close up photo of the breast area.
“To address the first complaint directly, there is absolutely nothing provocative about a woman breastfeeding. To classify this as ‘bordering on pornography’ is insulting to women everywhere.
“Lastly, this an important message to be sharing with our youth - that breastfeeding is acceptable whenever and wherever it is required. And in response to the second complaint which stated the advertisement displayed a ‘fully topless women’, as you can see this is completely false.
“The model is wearing a top and the only part of her breast that is exposed is the part required to breastfeed her baby. One could argue that many advertisements of bikinis and bras display significantly more breasts than this image displays.
“Both complaints are sexist and offensive to women.”
An AdStandards community panel reviewed the case, and while finding that the advertisement contained partial nudity, the panel concluded it did not breach the AANA Code of Ethics.
“The Panel noted that assessing whether sexual suggestion is ‘sensitive to the relevant audience’ requires consideration of who the relevant audience is and how they are likely to react to or feel about the advertisement,” the case report read. “The Panel noted that the relevant audience for the outdoor advertisement would be broad and would likely include children.
“The Panel noted that the brand sold maternity bras and considered that the depiction of a woman breastfeeding was relevant in the promotion of that product. The Panel considered that the level of nudity in the advertisement was consistent with the activity of breastfeeding, and the woman was not topless or exposing herself unnecessarily.
“The Panel considered that the advertisement treated the issue of nudity with sensitivity to the relevant broad audience.”
Following its findings, the panel dismissed the complaints.