Images of David Beckham in his underwear on British high streets had raised some complaints in the UK but the Advertising Standards Agency (ASA) which regularly deals with this type of complaint has finally ruled in H&M’s favour.

David Beckham Bodywear for H&M

H&M’s ad campaign for David Beckham’s line of underwear was branded “irresponsible” and “offensive” by the complaints with regards to children in particular. The ASA has ruled however that the photos of the football player in his underwear are acceptable as the campaign is to sell underwear. The ASA conceded that the images could be considered distasteful by some but ruled that they are “mildly sexual at best”.

H&M’s David Beckham Bodywear collection of just nine items priced between 9.95€ and 14.95€, was launched on 9th February in 1,800 of the Swedish chain’s stores.