Authority denies claims it cleared Ghanda's 'sexually suggestive' photos

Ghanda Clothing, an Aussie surf company, was questioned last month over ‘sexualised’ ads involving young women, and claimed that the imagery for its summer catalogue had been cleared by the advertising watchdog, Ad Standards.

However, now the Daily Telegraph reports: “This morning we can now reveal that Ad Standards did not clear the material and denies that Ghanda ever sought advice from the watchdog about the catalogue.”

The outlet also reported that a spokesperson for Ad Standards said, "Ghanda did not seek prepublication advice from Ad Standards in relation to any of its advertising material.” 

The Ad Standards spokesperson reportedly confirmed that they had “received a separate complaint about a Ghanda store’s shopfront advertising which it decided ‘did not require consideration by the full Community Panel’.”

Ad Standards also confirmed it has received a complaint about the catalogue and the matter was “being considered through our normal independent complaints process”.

The news comes as calls for a boycott of the company intensifies.

Mediaweek reached out for comment from Ghanda and did not receive a response.

Photos shared by Collective Shout of the Ghanda clothing pictures.

 

 

 

 

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A post shared by Ghanda Clothing (@ghandaclothing)

'Legs spread': Aussie clothing brand blasted for 'sexualised' youth images

In August, Mediaweek reported that the popular surf clothing company had been blasted for featuring “sexually suggestive poses” of young women in its new promotion.

Geelong-based brand Ghanda was called out in June by advocacy group Collective Shout, for their Summer 2026 catalogue - but the group says it still hasn't been acknowledged.

Collective Shout's Caitlin Roper posted an update to the group's website:

"Stop sexualising women and girls: Our letter to Ghanda Clothing

"In June, a supporter alerted us to sexualised depictions of young women and girls in a catalogue by Ghanda Clothing – a clothing brand popular with teens.

"The Ghanda Surfco Summer 2026 catalogue depicted young women and girls in sexually suggestive poses e.g. legs spread.

“On 26 June, we wrote to the Ghanda Clothing’s Founder, Josh Rudd, to share our concerns, asking him to commit to not sexualising and objectifying women and girls in the company’s advertising.”

The Ghanda company was founded by Rudd in Torquay in 2003, and sells surfwear to customers of all ages.

The promotional material in question was sent to customers who made online purchases from Ghanda's website. It was also posted on its Instagram page, which has over 400,000 followers.

Roper concluded her Collective Shout post with a call for public pressure on the brand and its founder.

“Contact Josh Rudd and ask him to commit to not sexualising and objectifying women and girls in Ghanda Clothing advertising.”

The Daily Telegraph reported that a spokesperson for Ghanda said the catalogue reflects “our surf-and-swim lifestyle that’s central to the brand”, adding that the imagery work was performed by a female-led photo shoot team.

“The posing referenced in the complaint was not directed by the brand but reflected the model’s individual and professional modelling style," they said.

Finally, Ghanda added that “an internal review by a female team found the material was not offensive and Ad Standards Australia had cleared the campaign.”