Honey Birdette says advertising guidelines are ‘archaic and repugnant’

Nipples and bare backsides are all in a day’s work for this lingerie boss. So when she received a list of what she can and can’t show in her advertising, she came out swinging.

Honey Birdette's founder has accused the advertising guidelines of being homophobic.

THE managing director of a controversial lingerie label has fired back at the advertising watchdog after it issued her company with a brief of advertising guidelines she says are “homophobic and unfairly target women’s sexuality.”

Ad Standards provided Honey Birdette with a picture guideline to lingerie advertising in outdoor media which sets out the boundaries a community panel considers acceptable and what they have determined had breached the code.

Eloise Monaghan — who founded the label in Brisbane in 2006 — said there were rampant double standards towards women and their sexuality throughout the guide.

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She said an advertisement showing a woman in lingerie with a clothed man was deemed acceptable, while a Honey Birdette image of two lingerie-clad women kissing was not.

The guide also rules out Honey Birdette images where a woman has her legs spread, and another where she is said to be ‘presenting’ while standing with her back arched.

Images of Honey Birdette models with pasties covering their nipples were also ruled out, with Ad Standards saying the use of pasties can draw attention to the breast and nipples of the woman which is not appropriate for a broad audience.

High-cut sheer bodysuits and g-strings have also been deemed a no-no.

A Honey Birdette advertising image.

But Ms Monaghan said the censorship has to stop.

“Why are men allowed and women not allowed to show their bodies? Why are we teaching young girls and women to be ashamed of their bodies? The female form is not a matter of vulgarity or indecency,” she said.

“These standards are highly archaic and repugnant to all women, not just across Australia but globally.”

“I won’t be silenced and let this go. We are here to empower women and we are going to continue to do that.”

A Honey Birdette advertising image.

Ms Monaghan also wrote to Ad Standards chief Fiona Jolly today saying the tone of the guidelines sent a frightening message to the modern woman, and that a Honey Birdette petition against this level of advertising censorship had gained another 8000 signatures overnight after she publicised the guidelines.

She said that under the guidelines, women are not allowed to “present” by pushing their bottoms or torso forward, have their legs apart, or arch their back and close their eyes.

“Firstly, these are the most common stances in advertising of any kind. What’s left here for her to do?” she wrote.

“She is a woman feeling empowered about the lingerie she is wearing — which we sell.”

A Honey Birdette billboard in West Hollywood.

She also claimed Ad Standards was endorsing the message that women’s bodies are sexualised and had to be covered up to stop sexual violence against them.

“We are here to empower women and we are going to continue to do that.”

Ad Standards chief Fiona Jolly said there were no changes to lingerie advertising standards, and that the guidelines provided to Honey Birdette were designed to help advertisers ensure their advertising meets community standards.

“Lingerie advertising in shopping centres is a current issue of concern in some parts of the community. Ad Standards has been working to provide additional guidance on what type of content the Ad Standards Community Panel considers is acceptable under the AANA Code of Ethics in media which is available to a broad audience including children,” she said.

An image from Honey Birdette's latest campaign.

“A draft determination summary was provided for comment and discussion with one women’s lingerie company, which was accompanied by images to provide examples of the type of material that is considered to be acceptable or otherwise under the Code. There are no new regulations. We are simply putting together a new determination summary which will be a guide to lingerie advertising in public areas such as shopping centres.”

Ms Jolly said Ad Standards would consider the issues Honey Birdette had raised in response, and that the guidelines apply to all lingerie retailers.

Eloise Monaghan says the advertising guidelines are homophobic.

“The guideline very specifically addresses advertising in areas where there is likely to be a higher child audience. The standards for lingerie advertising for online, fashion magazine, etc would be quite different.”

Two weeks ago, Honey Birdette revealed their latest campaign, Red Alert. featuring censorship banners across the front of every image.

Ms Monaghan said she wouldn’t give in to “conservative fringe groups”.

“Our bodies are not up for discussion, how “appropriate” our breasts are for display in lingerie advertising. Nor does lace underwear consent rape,” she said.

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Alongside the campaign, Honey Birdette launched a petition calling for customers to help protect women against double standards in advertising.

“Women should have the right to set their own boundaries and identities around sexuality. We need a revolution which allows women to reclaim sexual independence and the gay female community freedom to express themselves as they wish, where they are not objects of gender-bias rules, ridicule, shame or the patriarchy.”

Find Honey Birdette's censorship petition here