A body-positive advertisement for LUSH Cosmetics that was designed to promote a positive body image in Australia for their “Go Naked” campaign, is apparently being deemed as “offensive” and “pornographic in nature” according to some of the complaints that the Advertising Standards Board (ABS) received.

In the photo, four women can be seen naked with their backs facing the camera–the photo is untouched showing what “real” women look like. This photo, on a personal note, makes me feel comfortable with myself. It starts the conversation of how women view themselves when they see models being retouched to the point where they are unrecognizable and not humanly possible. It’s not a safe state of mind to say the least.

The majority of the claims were from mothers that were angry that such a thing was exposed to their children while at the mall. While there were some complaints many were congratulating the brand and showing their appreciation on their Facebook page.

What really bothered me was that this ad is being judged by women who don’t feel comfortable because they are not used to seeing this, at least from my perspective. These women are showing all–their curves, their cellulite (and it is totally normal if you have some and not something to be ashamed of), one woman has her blue hair which is rare to see when it comes to these sort of advertising, and their perfectly imperfect bodies because not all of us are a size zero.

While I do understand that to a certain level it can be inappropriate for children–but to call it offensive…why?

With all of the negativity that is going towards just the ad–people are failing to realize what LUSH is doing while promoting their new campaign.

LUSH responded to BuzzFeed by saying, “the campaign was meant to highlight the excessive packaging used for products in the industry, as well as promote body positivity,” the company said.

“The women in the images are members of the LUSH team, who felt strongly about this issue and volunteered to be a part of our campaign for this important issue.”

Courtney Frey, another LUSH employee who took part of this campaign explained that she was affected by the unrealistic beauty standards growing up.

“I’ve had issues with my body for the majority of life and having the confidence to do something this far out of my comfort zone was a huge step for me. I’ve become much more accepting of my figure…” she said while being interviewed by BuzzFeed.

Peta Granger, LUSH’S Australasia Director, told BuzzFeed, “We want our messages to empower people, not make them feel awful about themselves over a body that is probably not ever real due to how much it’s been digitally ‘enhanced’.”