Karlien Duvenage, a Woolies customer, got her knickers in a knot about the retailer's JT One Girl brand advert featured in the April W Magazine, Cosmopolitan and Marie Claire, posters in-store and on social media. The slumber party-themed advert has a group of women in underwear and sleepwear. Duvenage complained that the advert had "strong sexual and provocative undertones" because some of the women, who look younger than 18, were pouting, blowing kisses, with one of them eating a strawberry "seductively". The ad campaign also used photos with #bestiselfie and #girlcode hashtags. Duvenage said this encouraged "promiscuity and promotes the notion of taking selfies and distributing these on social media", and that it bordered on child pornography.
But Woolies disagreed: "There is no nudity or any offensive, violent or sexually appealing depictions of the young women," it said, adding that the advert was aimed at women aged 18-25.
It said the word "girl" was used more in a "social, familiar, fun, contemporary sense to reflect camaraderie with young women".
The advertising watchdog agreed with Woolworths, ruling that it had no reason to stop mature women from dressing or behaving in a provocative manner.
"It cannot reasonably be argued that the commercial contains any statement or visual presentation which might result in harming children mentally, morally, physically or emotionally or that any sexual innuendo is shown."
Duvenage is considering appealing the ruling.
"With the culture of gender inequality, women's rights violations and child pornography I believe this marketing campaign is irresponsible and in bad taste."
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