Who: The Advertising Standards Authority (ASA) and Calvin Klein Inc. (Calvin Klein)
Where: United Kingdom
When: 10 January 2024
Law stated as at: 9 February 2024*
What happened:
*Disclaimer: The ASA ruling has since revised this ruling – find out more
Calvin Klein’s April 2023 marketing campaign featuring three posters has received complaints regarding their offensive and irresponsible nature, as well as their suitability for display in an untargeted medium.
The first poster showcased singer FKA Twigs wearing a denim shirt drawn halfway around her body, exposing the side of her buttocks and half of one breast. The text at the top of the poster read “Calvins or nothing.” The second poster featured model Kendall Jenner topless with her hands covering her bare chest and wearing a pair of jeans. It also had the same text as the first poster. The third poster depicted Kendall Jenner lying on her back, wearing underwear and pulling down a pair of jeans past her hips. The text superimposed on the image stated “Calvins or nothing.”
Calvin Klein defended the ads, stating that they were consistent with their previous campaigns in the UK. They argued that the ads did not overly sexualize the models and were not irresponsible. Both FKA Twigs and Kendall Jenner had collaborated with the brand and approved the images before publication. Calvin Klein claimed that the ads portrayed confident and empowered women who identified with the brand, conveying a progressive and enlightened message. They provided excerpts from interviews with the models, demonstrating their sense of empowerment and confidence from participating in the campaign. Calvin Klein asserted that the imagery in the ads was not excessively risqué and did not encourage objectification.
The ASA upheld the complaints regarding the first poster but did not find the second and third posters in breach. The ASA concluded that the first poster presented FKA Twigs as a stereotypical sexual object, which was considered irresponsible and likely to cause serious offense. However, they acknowledged that the second poster featuring Kendall Jenner did not excessively focus on her body, avoiding the portrayal of her as a sexual object. The third poster, with Kendall Jenner in partial undress, was deemed sexually suggestive but not in breach considering the context of lingerie ads.
The ASA also assessed whether the level of sexualization in the ads was suitable for display in an untargeted medium. They determined that the first poster was overtly sexual and unsuitable for such display. The second poster was mildly sexual but not beyond what would be expected for general display. The third poster was considered sexually suggestive and subject to placement restrictions to prevent children from viewing it.
The ASA, therefore, ruled that the first ad featuring FKA Twigs must not appear again in its current form. Calvin Klein was advised to ensure that future ads avoid irresponsibly objectifying women and are appropriately targeted. The other two posters (featuring Kendall Jenner) were not found in breach of the advertising code.
Why this matters:
This case highlights the importance of considering the potential offensiveness and appropriateness of marketing campaigns, particularly when it comes to issues of objectification and sexualization, and how the ASA reviews these complaints on a case-by-case context. Advertisers should be mindful of the impact their ads may have on different audiences and ensure they target ads in a way that aligns with responsible advertising standards.
