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Temu adverts banned for sexualising a child and objectifying women

In a recent ruling, the Advertising Standards Authority (ASA) banned several adverts from the online retailer Temu for sexualizing a child and objectifying women. One of the adverts featured a young girl wearing a bikini in a pose that was deemed inappropriate for her age. The ASA also ruled against four other adverts that displayed sexual images and objectified women. Temu, a Chinese-owned online marketplace, acknowledged that the child’s picture violated their marketing policy and promised not to display it again. However, they disputed the other complaints while the ASA deemed all the advertisements to be inappropriate. This case highlights the importance of responsible advertising and the need to protect vulnerable individuals from sexualization and objectification.

Temu adverts banned for sexualising a child and objectifying women

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Temu advert banned for sexualising a child

Advertising Standards Authority (ASA) ruling

The Advertising Standards Authority (ASA) has recently banned an advert by online retailer Temu for sexualising a child. The advert featured a girl aged between eight and 11 wearing a bikini in a pose that was considered inappropriate for her age. The ASA ruled that the image sexualised the child and violated their marketing policy.

Description of the advert

The advert in question showed a young girl wearing a bikini in a pose that was more suitable for an adult. The ASA determined that the image was not appropriate for the age group it targeted.

Temu’s response to the ruling

Temu, the online retailer behind the banned advert, acknowledged the violation of their marketing policy and stated that the image would not be shown again. They expressed regret for the incident and assured the public that they take such matters seriously.

Other Temu adverts banned for objectifying women

Complaints received by ASA

In addition to the child sexualisation advert, Temu also had four other adverts banned for objectifying women. These adverts received complaints from the public and were subsequently reviewed by the ASA.

Description of the banned adverts

The banned adverts contained sexual images and pictures that objectified women. One advert featured women’s torsos in low-cut dresses, while another showed a grey jockstrap that accentuated the outline of the genitalia. The ASA also considered padded cycling underwear and products like a facial roller and balloon ties to have sexual connotations.

Temu’s defense

Temu defended the banned adverts by arguing that they were accurate representations of the products they were selling. They also claimed that similar photos could be found on other retail platforms. However, the ASA ruled that these images presented women in a stereotypical sexual way and violated their standards.

Temu adverts banned for sexualising a child and objectifying women

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Background on Temu

Overview of Temu as an online retailer

Temu is an online retailer that allows sellers to upload pictures of their products for sale. It is known for offering a wide range of products at affordable prices. Since its launch in the UK in 2023, Temu has gained popularity among online shoppers.

Launch in the UK in 2023

Temu made its debut in the UK in 2023, attracting customers with its diverse product selection and competitive prices. However, their recent adverts have raised concerns about their marketing practices.

Wide range of products and affordable prices

One of the key features of Temu that has contributed to its success is its wide range of products. Customers can find everything from clothing and accessories to electronics and home goods. Furthermore, Temu’s prices are often lower compared to other online retailers, making it an attractive option for budget-conscious shoppers.

Temu’s marketing policy and rules for sellers

Temu’s policy against explicit images

Temu has a strict policy against the use of explicit images in its advertising. This includes images that are pornographic, obscene, or harassing. The company expects sellers to adhere to these guidelines when showcasing their products.

Seller’s responsibility to follow rules

As an online marketplace, Temu places the responsibility of adhering to their marketing policy on the individual sellers. Sellers are expected to review and comply with the guidelines set by Temu to ensure their advertisements meet the necessary standards.

Temu adverts banned for sexualising a child and objectifying women

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Complaints about specific images

Description of images that received complaints

Several specific images featured in Temu’s adverts received complaints from the public. These images included women’s torsos in revealing dresses, a jockstrap that emphasized the genitalia, as well as products with phallic shapes.

ASA’s ruling on the images

After reviewing the complaints, the ASA ruled that the images violated their guidelines and were inappropriate. They determined that the images sexualised women and failed to present them in a respectful manner.

Temu’s response to the complaints

Temu disputed the complaints made against their adverts, arguing that the images accurately represented the products they were selling. They also claimed that similar images could be found on other retail platforms. However, the ASA ultimately deemed the images to be objectifying and inappropriate.

Platforms where the banned ads were shown

List of platforms

The banned adverts by Temu were shown on various platforms, including a local news website, a chess website, a translation site, and a puzzle app. These platforms featured the adverts to reach their respective audiences.

Decision of two platforms to stop advertising Temu products

Following the ASA ruling and the complaints received, two platforms, the chess website and the news website, made the decision to no longer advertise Temu products. This move was made in response to the concerns raised and to align with responsible advertising practices.

Temu adverts banned for sexualising a child and objectifying women

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ASA’s instructions to Temu

Ensuring future ads are responsible

The ASA has instructed Temu to ensure that their future advertisements are prepared with a sense of responsibility to consumers and society. This means that the company must carefully review and evaluate the content of their adverts to ensure they meet the necessary standards.

Not sexualizing under-18s

One specific instruction given by the ASA to Temu is to ensure that under-18s are not sexualized in their advertisements. This requirement is in line with protecting minors and promoting ethical advertising practices.

Responsible targeting of ads

The ASA has also advised Temu to responsibly target their advertisements to appropriate audiences. This includes avoiding content that may be offensive or inappropriate for certain demographics.

Related topics

Other companies facing ASA rulings

Temu is not the only company that has faced ASA rulings for inappropriate or offensive advertisements. Several other companies have been called out by the ASA for violating advertising standards, highlighting the need for responsible advertising across the industry.

Role of the Advertising Standards Authority

The Advertising Standards Authority plays a crucial role in regulating and maintaining ethical advertising standards in the UK. They review complaints from the public and take action against companies that violate their guidelines. The ASA’s rulings aim to protect consumers and promote responsible advertising practices.

Temu adverts banned for sexualising a child and objectifying women

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Conclusion

The recent banning of Temu’s advert for sexualising a child and the other adverts for objectifying women has raised concerns about the company’s marketing practices. The ASA has ruled that the images violated their guidelines and has instructed Temu to ensure future ads are responsible and do not sexualise under-18s. Temu has faced criticism for their advertising content, but they maintain that they will take the necessary steps to comply with the ASA’s instructions and improve their advertising practices going forward. As a responsible online retailer, it is crucial for Temu to prioritize ethical advertising and ensure the well-being and dignity of its customers.

Source: https://www.bbc.co.uk/news/technology-67272541?at_medium=RSS&at_campaign=KARANGA