Lynx cops flak for ad

Unilever is facing criticism in the UK over its outdoor and internet campaigns for . The Advertising Standards Authority (ASA) received 113 complaints for the poster ad, which featured a woman at a beach under the shower, holding up her untied bikini top, alongside the text The cleaner you are the dirtier you get.”

Unilever has defended the ad against complaints it objectifies women, promotes promiscuity and is exposed to children, claiming it was not overtly sexual” or indecent”. The company also says that Lynx advertising has always been tongue-in-cheek”.

ASA reviewed the ad complaints under its new tougher guidelines concerning sexualisation, although they were introduced after the campaign was booked, resulting in the advertisement being banned.

The ASA rules the ad irresponsible because the suggestive nature of the image and the strong innuendo were not acceptable for public display where they might be seen by children.”