Braun have been slammed after advertising men’s trimmer with a trans model who has double mastectomy scars.
The shaving accessory is advertised as being for beard hair, body hair and head hair.
Women’s rights campaigner Kellie-Jay Keen dubbed the move “preposterous” as questions are raised over whether the ad complies with standards.
“What’s right with it? I spoke to a woman who had a mastectomy two weeks ago and she’s in the grips of a slow recovery.
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“She was offended, she said it was so insulting that they are using this to virtue signal when actually having your body parts removed, even when it’s life saving, is a really serious surgery.
“They also might be going against advertising standards, that’s another issue.
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GB News’ Dan Wootton concurred with the statements put forward, citing Suzanne Evans, a breast cancer survivor, who was “absolutely disgusted” by the advert.
Kellie-Jay Keen suggested the company may be in breach of advertising standards with their decision to feature a trans model with surgical scars.
The ASA in its social responsibility section of its website states: “Marketers should take care not to trivialise the decision to have cosmetic surgery.
“Procedures should always be portrayed as something that requires time and thought and should never be portrayed as ‘safe’, ‘easy’ or ‘risk free’.”
It comes weeks after Costa Coffee was accused of glamourising ‘dangerous surgery’ as they covered a van with a cartoon image featuring mastectomy scars.
The coffee brand defended the use of its image as they sought to promote “inclusivity and diversity”, but this did little to stave off suggestions they had acted “irresponsibly” with the depiction.
The character was seen wearing long shorts with scars below each nipple, taken from a mural designed by the chain for Pride in Brighton and Hove last year.
Tanya Carter, a spokesperson for child safeguarding campaign group Safe Schools Alliance, said: “It’s almost unbelievable that Costa would do something so crass and irresponsible as to use this image.”
Braun did not respond to GB News’ request for a comment, but their parent company, Procter & Gamble, said: “At P&G, we aspire to create a company and a world where equality and inclusion are achievable for all.”
