CIA’s MediaLab has examined British attitudes towards nudity in advertising and found that 76% of adults agree that nudity should only be allowed in ads if it is relevant to the product. This percentage is higher among women and the over 55s, while the 35-44 year old group is most likely to disagree with this statement. A relevant product is seen to be soap or shower gel.
The research follows the Neutralia shower gel ad which provoked 300 complaints for showing a nipple. The ITC’s own research into viewers attitudes also found that nudity was deemed appropriate for some products.
CIA MediaLab: 0171 633 9999
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