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Sydney parents beg Honey Birdette to replace ‘soft porn’ ads running outside city department stores

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Horrified parents are begging sexy lingerie firm Honey Birdette to pull down their raunchy underwear TV ads from outside their city centre shop in Sydney.

Giant screens are playing the brand’s red hot video clips in the front windows as families walk past the shopfront in Broadway Shopping Centre.

A previous dominatrix-style ad campaign already sparked fury with concerned mums – but it’s since been replaced by one which some mothers say is even worse.

In the new clip, a woman in revealing sheer white scanty underwear writhes onscreen as the camera lingers on her pelvic area, prompting one outraged mum to complain: ‘Wow, now you can actually see her labia’.

Giant screens are playing the brand’s red hot video clips in the front windows as families walk past the shopfront in Broadway Shopping Centre (pictured)

On Facebook, worried mothers in nearby Glebe have started a poll to try to force Honey Birdette into action over the clips after complaints to Ad Standards proved ineffective.

‘The board/screen is literally where kids eyes go,’ said Francesca Jones in a comment on the Facebook group poll. ‘If there is censorship on TV then why is a shopping centre any different?

‘I can’t stand it. My children see it and I don’t want it normalised that women wear or need to wear that kind of thing. 

‘I have no problem with people wearing this kind of thing in the bedroom but do we have to splash it around malls on large TV screens?’

Honey Birdette is now a multinational brand with a global chain of stores after Australian businesswoman Eloise Monaghan opened her first shop in Sydney 15 years ago

Honey Birdette is now a multinational brand with a global chain of stores after Australian businesswoman Eloise Monaghan opened her first shop in Sydney 15 years ago

Another, Annie Burgess, said: ‘I think it is disgusting and should be kept more discreet. I hate to take my grandchildren past it and think that is what women do. 

‘Keep it for sex streets!’

Claudia Crosariol added: ‘I’m not arguing about their content but their location is unsatisfactory and the messaging without context problematic.’

However the Facebook poll showed overwhelming local support for the multinational brand and its global chain of stores which was started in Sydney 15 years ago by Australian businesswoman, Eloise Monaghan.

Facebook users voted 155-22 in favour of the video screen ads, to the surprise of the local mum who started the poll, Dani Elizabeth.

Worried mothers in nearby Glebe have started a poll to try to force Honey Birdette into action over the clips after complaints to Ad Standards proved ineffective.

Worried mothers in nearby Glebe have started a poll to try to force Honey Birdette into action over the clips after complaints to Ad Standards proved ineffective.

The previous dominatrix-style ad campaign at the store (pictured) had already sparked fury with concerned mums - but it's since been replaced by one which mothers say is even worse

The previous dominatrix-style ad campaign at the store (pictured) had already sparked fury with concerned mums – but it’s since been replaced by one which mothers say is even worse

‘I wanted to understand the opinion of the general public who are exposed to the ads in the local area,’ she said. ‘It is useful to understand different sides of the argument’.

One local defended the ads, saying: ‘It’s underwear. People don’t have an issue with Calvin Klein models with stuffed groins in photos. I don’t see how this is any different. 

‘Yes, one can argue it’s a bit hypersexualised but that is literally the purpose of lingerie. The ads are a far cry from pornography.’

Another petition by Inner West mother Sarah Lalor for the Australian Media and Communications Authority to force Honey Birdette to remove the video clips has gathered 559 signatures after it was posted online for a week.

Facebook users voted 155-22 in favour of the video screen ads, and an online petition against them only managed to get 559 signatures in a week

Facebook users voted 155-22 in favour of the video screen ads, and an online petition against them only managed to get 559 signatures in a week

Ms Lalor branded the clips ‘clearly soft porn; and called on Australia’s Ad Standards to take action over the overtly sexual ad campaigns in shopping centres.

She added: ‘The advertising commodifies/objectifies women’s bodies and is too overtly sexual for shopping centres where children are inadvertently exposed to it.’

Ad Standards said they were restricted by what they can do as it was a ‘self regulatory organisation’.

‘While the vast majority of advertisers voluntarily comply with Ad Standards determinations, a few choose not to,’ a spokesman told Daily Mail Australia. 

Ad Standards said most cases against controversial Honey Birdette advertisements had only received a single complaint

Ad Standards said most cases against controversial Honey Birdette advertisements had only received a single complaint

‘They risk serious damage to their reputations as responsible businesses which fail to operate in accordance with Australian community standards.’

He added: ‘We have a few open cases/complaints for different Honey Birdette advertisements at the moment. These are in the process of being investigated. 

‘The majority of cases the Community Panel have considered for Honey Birdette have only received one complaint.’

Honey Birdette has been contacted for comment. 

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