Image: The advertisements of Honey Birdette in Broadway have been at the centre of significant backlash due to its proximity to a children's LEGO store. Photo: Google Images
by RAQUEL BLANKEVOORT and GRACE JOHNSON
City of Sydney councillors have said more action should be taken against lingerie company Honey Birdette’s provocative advertisements in the Broadway shopping centre.
The controversial lingerie retailer, which has over 50 stores nationwide, has breached the Australian Association of National Advertisers AANA Code of Ethic more than 60 times.
Labor councillor Linda Scott said the store’s adverts are “in clear view from children’s store LEGO.”
“I’ve been contacted by a number of concerned residents who find the large, often bondage and fetish-themed, digital billboards inappropriate, and in some cases distressing,” she told City Hub.
“Companies such as Honey Birdette have been able to exploit loopholes in voluntary advertising codes to display pornographic and violent images of women for too long.”
Advertising rules say “advertising shall treat sex, sexuality and nudity with sensitivity to the relevant audience”.
Councillor Scott has been advocating with parents since 2022 against the explicit imagery of Honey Birdette. Scott organised a picket protest with local parents, demanding the store take down its advertisement campaign involving a bondage video.
Two years later, Councillor Scott is renewing calls for the retailer to adhere to advertising regulations.
“In light of the rise in domestic violence and public attacks against women in Sydney, I’m even more determined to take action to ensure advertising images depicting violent acts against women aren’t displayed prominently in our local shopping centres,” she told City Hub.
Recurrent controversy
The retailer is not new to controversy receiving backlash on a campaign, which included a non-binary model wearing their lingerie and the Broadway store itself being set on fire in May 2023.
In May this year, the company once more came under fire for using a phrase associated with the Israel-Hamas war to promote its latest line, called ‘Ayah’.
The marketing email’s subject line was “ALL EYES ON AYAH!”. At the time, “ALL EYES ON RAFAH” was spreading across social media as Israel invaded the Palestinian city.
Journalist and podcaster Soaliha Iqbal criticised the move on Instagram, saying “Why would Honey Birdette think this is a good idea? Who signed off on this? What purpose could there be for this marketing ploy aside from either mocking or co-opting Palestinian resistance?”
The City of Sydney’s council meeting resolved that Lord Mayor Clover Moore would write to the Communications Minister and the Attorney General “requesting a legally binding, strong, transparent enforcement mechanism to be put in place for serial non-compliers such as Honey Birdette, in order to uphold public safety in public places”.
She will also write to Ad Standards and the Shopping Centre Council of Australia, “seeking their support for a mandatory change to all lease agreements to include compliance with Advertising Standards.”
Honey Birdette did not respond to City Hub‘s request for comment.
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