The campaign went viral and soon complaints to the ASA (Advertising Standards Agency) followed. The use of breasts is unnecessary, it sexualizes the female body and the posters are harmful as they can be seen by children.
ASA partially agrees with this. The use of pictures of breasts has a purpose, it shows the diversity therein, but only in the text the connection with bras is made. Children can also see these ads. In the current form the ads are therefore inappropriate and may be offensive. The ASA ruling is therefore more pointed towards the chosen media type (untargeted e-mails / banners / twitter messages) rather than the campaign itself.
