Australian supermodel Elle Macpherson's lingerie advertisement has been banned in Britain after it was labelled 'offensive'
The ad for Intimates range of lingerie was been inspired by the Alfred Hitchcock film Rear Window. It shows Elle as seen through a keyhole dressed only in a bra and panty with her thumb inside it.
"The complainant objected that the advertisement was offensive because it suggested that the model was masturbating," the Advertising Standards Agency (ASA), an industry watchdog, ruled. "It was likely to cause serious or widespread offence."
The editors of Vogue in which the ad appeared disagreed saying it was 'beautiful with no disturbing undertones'.
Bendon Limited, which markets Intimates, was instructed by the ASA not to repeat the image again, and to seek advice before running similar ads in the future.
Macpherson, nicknamed 'The Body' for her swimsuit work, launched her lingerie line more than 10 years ago. She turns 41 on March 29.
Agencies