British retailer, Jack Wills have had an advert banned because of sexual content.


The advert showing young people in their underwear at a party has been banned by the UK advertising watchdog for its portrayal of teens, calling it “irresponsibly sexual”.


The slogan “Whatever your choice, you can be sure it’s what’s underneath that counts” was accompanied by pictures of young models drinking and partying in their underwear.



The “Midnight mischief” campaign has since received complaints from parents who thought the images were targeting a younger audience than what was appropriate.


Jack Wills brand target is 18 to 24-year-olds, but parents worried that this ad was trying to entice a younger audience also.


The retailer have since defended the campaign saying it was the depiction of a “weekend away...enjoying a pyjama party” and were not trying to be “overly sexual or encourage underage sexual activity.”


They also say the catalogue was in a sealed, opaque envelope and customers were only allowed to receive it if they were over 18.



The ASA ruled the images sexually suggestive and have said:


“Because we understood that younger teenagers could have both direct and indirect access to the catalogue, and because we considered the images and text were sufficiently sexualised to be inappropriate for that audience, we concluded that the ad was irresponsible and that it breached the Code.”


However, many are questioning the decision as some wonder how to portray underwear in a non-sexual way.



Jack Wills has now been asked to display a warning on their catalogues that clearly state you must be ‘over 18 to sign up for Jack Wills correspondence’.


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