A Lush cosmetics campaign designed to promote positive body image and packaging-free cosmetics has been deemed "offensive" and "pornographic in nature."
In total there were four official complaints to the ASB, with a sample provided labelling the advertisement as "nudity for the sake of causing a stir."
When considering the case, the ASB brought up two other advertisements that had resulted in similar complaints.
Tom Ford's Black Orchid perfume campaign with Cara Delevingne and PZ Cussons' Natural Source body wash advertisement were both discussed by the ASB.
They had previously dismissed the case for PZ Cussons, noting that considering the accompanying text with the advertisement, "the combination of the tea tree plants and the man in his natural state are relevant to this text.”
However the Tom Ford advertisement complaint was upheld for its placement within a department store and the possibility that the display would be "in full visibility of children," similar to the Lush cosmetics case.
Launched in August, the Go Naked campaign was met with hundreds of positive comments, applauding the brand for its innovation and willingness to show photos of "real" women.
Lush responded to the complaints in a statement to BuzzFeed News, saying the campaign was meant to highlight the excessive packaging used for products in the industry, as well as promote body positivity.
Model for the campaign and Lush employee Courtney Fry (pictured centre) told BuzzFeed News she had anticipated some negative comments, but most of the feedback was "absolutely positive."
After ongoing negotiations, Lush chose to remove the campaign images from the Queensland store five days early. They told BuzzFeed News they actually received complaints that the image had been removed.
Lush's Australasia director, Peta Granger, said the decision from the ASB would not affect the way they advertise in the future.
"We want our messages to empower people, not make them feel awful about themselves over a body that is probably not ever real due to how much it's been digitally 'enhanced'."