Five ads for online marketplace Temu have been banned for being sexually graphic, sexualising a child and sexually objectifying women and being inappropriately targeted.
The ads, seen in June on a regional online newspaper, a chess website, a language translation website and within a puzzle app, included images of a young girl wearing a bikini, a woman wearing a white halterneck dress cropped so that only her torso and arms were shown, and a woman wearing a white crop top with only her chest, arms and midriff pictured.
Whaleco UK Ltd, trading as Temu, said it is a global online platform which launched in the UK in 2023. It said the product descriptions, including the images, displayed on the marketplace were provided by third-party sellers, who were obliged to adhere to Temu’s policies. The marketplace said images of models without a face were not intended to sexually objectify the women but were there to show customers “a clear representation of how the clothing was worn”. Upholding the complaints, the ASA said additional images in the ads of a facial roller and balloon ties were phallic-shaped and “in the absence of any explanation, could have been interpreted as sexual in nature”.
Temu Online Marketplace Banned Ads Sexual Content Advertising Standards Authority
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