The Advertising Standards Authority has dismissed complaints from shoppers that a raunchy lingerie ad depicting a model gyrating in underwear was not overly sexual, explicit or degrading to women.
Instead the watchdog decreed that the campaign had been devised to show off the garments in the ‘best possible light’ and was thus exonerated.
The ads featured 25 year old model Rosie Huntington-Whiteley who has previously been associated with Burberry, has helped lift sales of the stores struggling lingerie range since her scantily clad appearances.
One of these took the form of a video ad in which she turned away from camera to reveal a bare back and much of her behind to viewers.
In a statement the ASA said: “Marks & Spencer said the purpose of the campaign was not to show Rosie as being overtly sexy but to show the product off in the best light.
“M&S said additionally the brand values were that the range should stand for making women feel attractive and sensual from the confidence of wearing elegant and sophisticated lingerie.
“They refuted any allegation that the range or supporting campaign was degrading to women or reinforced sexual stereotypes of women.”