Advertising regulators in Australia have banned the release of the Ella Bache ad for featuring naked models minus the smiles. It was not the nudity that offended the Australian regulator, but the unsmiling faces of the three models. The regulator believed that the missing smiles make the models look "too arousing."
Ella Bache ad banned in Australia (Credit: ellabache.com)
The rejected version of the Ella Bache ad showed the unsmiling naked women close together with their hands strategically placed on their breasts with the ad slogan, "Skin Solutions As Individual As You Are."
The Outdoor Media Association regulates billboard advertising in Australia. When it reviewed the proposed Ella Bache billboard, it rejected the ad because the serious facial expressions of the naked models enhance the sexual overtones of the depicted image.
A representative of the Paris-based skincare company was not smiling about the Australian regulator's decision to junk the Ella Bache ad. Creative Director Faie Davis said Outdoor Media's decision was bizarre. It was also an indication that society may have become afraid of creating offensive content. Ms Davis said this often gets in the way of creative thinking and limits what people can do.
Outdoor Media Australia's chief executive defended the agency's rejection of the Ella Bache ad. Charmaine Moldrich said the agency noted the serious looks on the naked women's faces. Happy faces make women look more empowered compared to serious faces.
The unsmiling Ella Bache ad could be interpreted by others as sexual images. Ms Moldrich said, people might look at the ad and focus on the women's "look at me in my nudity" vibe.
The French skincare company has redone the ad campaign with models finally smiling in the image. The "smiling" Ella Bache ad will be strategically placed across Australia.
The "booby" bird
Ads with sexual references are commonly removed or flagged for their "offensive" content. On Sept 4, Facebook removed the ad created by the tourism board of a small island in Australia for referring to a "booby" bird species in a pun.
The booby bird in Australia (Credit: www.regional.gov.au)
The ad for the Christmas Island's vacation package read, "some gorgeous shots here of some juvenile boobies." It also featured images of different type of boobies. The island's tourism board manager contacted Facebook which confirmed that the ad was banned for containing sexual language, specifically the word "boobies."
Most people may associate "boobies" to women's breast, but a booby is a type of bird that can be seen in Australia.
Facebook's terms of service states that it will remove pornographic content automatically.
To contact the editor, e-mail: