The advert, placed by Whirlybird Property, featured six women from behind wearing branded bikinis and said: “Would you like one of the ladies at Whirlybird Property to value your home? if [sic] so, call now and take advantage of our preferential rates for selling your property.”
Two complainants, who believed the ads were sexist and objectified women, challenged whether the ad was offensive.
The firm defended its decision to use the image by referring to the common use of women in promotion events and advertising , like the Grand Prix, using their physical features to draw attention to the product.
Bucks Free Press, which displayed the advert, said the image was not obscene or corruptive to its readers because women in bikinis could be seen on ‘a normal beach holiday’ or advertising hoardings.
The ASA said the use of the image was ‘incongruous to the subject of property lettings’. It said that while it was not sexually explicit by placing it alongside the text, it was likely to be seen as sexist and demeaning to women because it used their physical features to draw attention to the product.
The firm was ordered to stop using the advert.
