CK Jeans Advertisement Allegedly Allegedly Implicates "Three Human Sex Games"

In a recent incident that sparked public debate, an eye-catching advertisement for Calvin Klein Jeans (CJK) in Guangzhou has drawn attention due to its provocative imagery. The ad features a young woman with disheveled long hair lying near a half-naked man, while another man approaches her with the intention of kissing. The girl is seen wearing only her underwear, leading some to label it as a "three-person sex game." However, this controversial image was actually part of a 2009 fashion campaign for jeans. The advertisement, displayed at Grandview Plaza, has caused a stir among local residents. Some passersby were hesitant to look directly at the billboard, while others expressed concern over its appropriateness for public viewing. Ms. Huang, a mother of two, commented, “This kind of image is too much for clothing ads. It's not good for children.” Mr. Li, who passed by the billboard, added, “Middle school students are already very mature these days. They might be influenced by such ads. Even adults feel embarrassed.” Some people questioned whether the ad was truly related to jeans, as the connection between the imagery and the product was unclear. A store clerk from CK Jeans said they had no official information about why the ad was still on display. Reports indicate that similar CK advertisements from 2009, featuring suggestive poses and intimate scenes, had previously faced backlash in other countries. According to Mr. Liang Xuanming, a marketing expert, CK’s ads have often been controversial. He noted that in 2009, CK campaigns were banned in the U.S., and more recently, the brand faced restrictions in Australia. “It could be a strategic move to generate buzz,” he said. “Sometimes, controversy can increase brand visibility and attract consumer attention.” The issue has raised questions about whether the ad violates China’s Advertising Law, which prohibits obscene content and materials that are indecent or offensive. According to the State Administration for Industry and Commerce, advertising must not contain anything that is sexually provocative or defamatory to public morals. However, determining what constitutes inappropriate content remains subjective. A representative from the Provincial Administration for Industry and Commerce stated that they would consult with national authorities to assess whether the ad involves sexual violence or other prohibited content. As the debate continues, the ad remains on display, sparking discussions about the boundaries of advertising and public decency.

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