Brand Issues Apology Over Its “Sexy” Breast Cancer Advertisement

A controversial advertisement has been withdrawn by jewelry store Icing following major backlash, the New York Post reports. Many have deemed the ad tone-deaf for its sexual undertone. Read on below to find out more.

What are your thoughts on the advertisement? Sound off in the comments section and tell all! 

Brand issues apology... A controversial advertisement has been withdrawn by jewelry store Icing following major backlash, the New York Post reports. Namely, the store removed the ad after dozens upon dozens of objections from outraged breast cancer survivors.

Brand issues apology... Featured on Icing’s numerous social media pages, the controversial post showcased model Lacey Claire Rogers, 20, wearing star-shaped pasties over her nipples in a mesh top. In other words, you could see her entire chest through the see-through top. The ad, as it turns out, as meant to be “sexy."

Brand issues apology... All week, the raunchy ad made rounds on social media channels like Twitter and Facebook. “Loving @thelaceyclaire’s fearless look,” said the Twitter post next to the photo, which exhibits Rogers donning a beanie with the word “Fearless” on it.

Brand issues apology... The post’s caption quote continued: “Help @savethetatas with our fearless collection.” It went on to feature the hashtag “#IcingF**KCancer."

Brand issues apology... Meanwhile, the Facebook post read: “Help us Save the ta-tas during Breast Cancer Awareness month by shopping our Fearless Collection in store and online.” Beyond the beanie, the brand’s products include a lanyard, choker, pink ribbon pin, and keychain.

Brand issues apology... Of course, a number of people took offense to the ad, which many deemed tone-deaf. Stage Three breast cancer sufferer, Courtney Stateler, 33, posted a Facebook photo of herself in as surgical mask lying on a hospital bed, writing: “Does this look fearless to you?” (Her comment has since been taking down by Icing.)

Brand issues apology... Other Facebook users posted up pictures of breast cancer survivors with mastectomy scars. “This is insulting. We’ve seen women among us poisoned, radiated, permanently scarred, and suffer the long term biological fallout of breast cancer,” a Jaime Clark shared.

Brand issues apology... “Has lacy [sic] gone through breast cancer?”posted Facebook user Sun Angela. “Did she have to tell her parents and watch the anguish on their faces when she told them she had bc.”

Brand issues apology... Over on Twitter, user @Esugey wrote: “This is so cruel to all breast cancer patients and survivors. how could anyone sexualize breast cancer for profit, DISGUSTING.”

Brand issues apology... Since the backlash, Icing has apologized for offending anyone in a pinned Facebook post on its official site, the New York Post reports. “We apologize if our ‘Fearless’ product images have caused offence, this was not our intent, our intent is to help support valuable research in the battle against this terrible disease,” the apology reads.

Brand issues apology... Nonetheless, breast cancer survivors were not thrilled by the apology. “That’s a bulls**t apology,” posted Facebook user — and cancer survivor — Ashleigh Jones.

Brand issues apology... "The fact that photo was ever taken shows you know nothing about breast cancer,” Jones continued, "and it shows that you don’t give a damn about the fighters or survivors.”

Brand issues apology... Meanwhile, the Facebook for group Breast Cancer Action wrote: "Is the real goal of "Save the ta-tas" to save women’s lives—or just to sell more products? It's no secret that women's bodies and breasts are a favorite marketing ploy. And now ICING is using breast CANCER to peddle their products.”

Brand issues apology... The post added: “How does objectifying and degrading women help women's health and well being? Not only does this "sexy" image reinforce narrow standards of beauty, it hides the lived reality for so many women living with, at risk of, and dying from breast cancer. After all, some women have their breasts removed in an effort to save their lives."

Brand issues apology... What are your thoughts on the advertisement? Do you think it's tone-deaf? Sound off in the comments section and tell all!