LONDON — The U.K.’s Advertising Standards Authority (ASA) said Wednesday it has not upheld two complaints against Tom Ford’s Black Orchid fragrance advertising campaign, which pictured a naked Cara Delevingne lying in a flower-strewn pool.
The ASA said Wednesday that one complainant had challenged whether the ad — displayed on a billboard on London’s Brick Lane — was inappropriate as children could see it, and that it was close to churches and mosques. Another challenged whether the ad was offensive as they believed it was “degrading and objectified women.”
It its response, Tom Ford Beauty countered that it believed the ad was “sensuous but not sexual” and that it was “highly stylized and artistic.” The firm noted that it had displayed the ad in “a hip urban neighborhood,” and that there were no schools within 100 meters (or 328 feet) of the ad.
According to the ASA’s guidelines on sexual imagery in outdoor advertising, ads that are sexually suggestive must not be placed within 100 meters of a school, but Tom Ford Beauty believed the ad was “at most, mildly sexual.”
The firm also noted that the ad was 100 meters from the closest mosque and 300 meters from the closest church.
The ASA said in its ruling that despite Delevingne’s nudity in the ad, “we considered her pose was sensual and sexually suggestive but that it was not sexually explicit,” and that it had not been placed within 100 meters of a school.
The organization also noted that while “some viewers may have found the image distasteful because of the nudity shown and implied,” it considered the image “unlikely to cause serious or widespread offence and that it did not degrade or objectify women.”
As the complaints were not upheld, the ASA did not ask Tom Ford Beauty to take any action over the ad.