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AN advertising watchdog insisted yesterday size was not important in its disapproval of a poster showing a well-endowed man in underpants.
But the Brass Monkeys underwear company said the rejection of its advertisement revealed sexist double standards because Wonderbra's "Hello Boys" campaign, featuring the model Eva Herzigova, had been permitted.
Its posters featured a 23-year-old former Chippendale wearing the company's underpants and the slogans "The loin king" and "Full metal packet".
Kevin Higgs, founder of Brass Monkeys, said he had been advised by the Committee of Advertising Practice to use a smaller model if he wanted the campaign to run.
"If we were a female underwear brand there would have been...