A photograph of a scantily-clad woman was "not overtly sexual" and unlikely to cause offence, the Advertising Standards Authority (ASA) has ruled. The clothing catalogue picture showed a model on a bed wearing only knickers and with one of her breasts visible.
The watchdog rejected a complaint the image in a Jack Wills University Outfitters brochure was gratuitous and inappropriate for its target audience. The Salcombe-based company in Devon said its image was "tasteful".
It said customers had to be at least aged 18 to sign up for the catalogue which was intended to have an interesting and artistic impact to appeal to its 18 to 22-year-old target audience and their lifestyle.
Such images were tasteful and well liked by their target market and not meant to offend, the company said
In its ruling, the ASA said the model did not seem to be striking a "particularly provocative pose". "Although we understood that some younger teenagers might view the catalogue, or sign up to receive it, we concluded the images were not so provocative as to present a risk to teenagers or be unsuitable for the target audience.
"We considered the image was not overtly sexual in content and was unlikely to cause widespread offence."