Adverts for Playboy clothing by online store Missguided were found not to be offensive or irresponsible by an advertising watchdog, after concerns were raised over the age of the model in the posters.
The adverts, as seen between mid-July and early August this year, show images of a model posing in a long coat, a cropped top and trouser set featuring Playboy rabbit logos, and large sunglasses.
The Advertising Standards Authority (ASA) said it received 18 complaints over the ad, with some challenging whether it “portrayed someone in a sexual way who seemed to be under the age of 18”.
Missguided said the model was 28 years old at the time of the photoshoot, and it did not consider her to look underage.
In response to an investigation by the ASA, Missguided described the model’s stance as “confident and poised” and that Playboy did not consider that the ad portrayed the model, who was fully clothed, in a sexual way.
The media and lifestyle company, founded by Hugh Hefner, had licensed its brand as part of a collaboration, but did not have any role in advertising the products, Missguided said.
In its ruling on Wednesday, the ASA said the model looked “youthful”, but did not consider her to look under 18.
It said: “We acknowledged that those who saw the ad were likely to associate the Playboy clothing worn by the model with Playboy magazine.
“However, the model was dressed in a long coat and a casual hooded top and trouser set, with only her midriff exposed.
“Her poses were not sexual in nature and were in keeping with typical poses seen in fashion advertising.”
It concluded that the adverts did not breach advertising rules and took no further action.
