Racy advert of a woman wearing a chain link G-string bikini slammed

A photo of a woman modelling a chain link G-string bikini has landed online retail giant Shein in hot water with Australia’s advertising watchdog.

The racy advert, which shows a model from behind straddling a chair, was found to be in breach of Ad Standards by the Australian Association of National Advertisers.

Shoppers protested after seeing the ad on the fashion label’s Instagram page.

Shein, a Chinese based e-commerce specialist, has denied any wrongdoing.

‘The images under discussion do not contravene any Australian laws in the relevant respects,’ Shein said in an official statement, as reported by Mumbrella.  

The company has since ‘modified’ the offending ad and claims it did so long before the Australian Association of National Advertisers issued their verdict.

One angry customer told the AANA that the bikini ad was too suggestive.

‘It’s not an adult site, for adult wear,’ the shopper protested. 

A panel from the Ad watchdog reviewed the complaints and found the image was in breach of a code that tells advertisers that sex, sexuality and nudity be treated with sensitivity.

The AANA found that the bikini ad created a level of sexualisation that was not necessary for the promotion of the product.

Shein responded by saying that they care deeply about their customers. 

Currently the brand are selling product in 195 countries.

A model wears one of Shein’s high-cut bikinis. Currently the brand are selling product in 195 countries