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Why was this plus size, body positive advertisement banned?

This TV advertisement was reportedly considered too sexy by two American networks

A lingerie advert featuring Ashley Graham, (the first plus-size model to cover Sports Illustrated), amongst other plus-size women for fashion label Lane Bryant has been banned by American TV networks for not complying with their advertising restrictions.

Depicting body-positivity, with the women proudly showing off their shape and one model shown breast feeding,  TMZ first reported that the 30-second clip would not be shown on air as it reportedly failed to meet NBC and ABC’s decency standards.

However, NBC refuted the brand’s claims that the ad was dismissed altogether, saying in a statement, “as part of the normal advertising standards process, we reviewed a rough cut of the ad and asked for minor edits to comply with broadcast indecency guidelines. The ad was not rejected and we welcome the updated creative.”

Lane Bryant responded by telling Cosmopolitan, “What is too much for some does not hold true for others. All women should be celebrated and feel empowered to express themselves as they see fit.”

Whatever the outcome, the controversy around the advertisement only adds to the conversations surrounding body positivity and representation of non-skinny bodies in mainstream media, with social media campaigns such as #DropThePlus drawing attention to the body positive movement.

But while more standardised depictions of female sexuality (and sexualisation) continue to penetrate every facet of society with very little questioning, it seems anything existing outside of the skinny norm still comes under strict scrutiny from consumers and corporations alike.

Watch the full commercial below