‘Regressive’: Experts warn sexy Sydney Sweeney campaign could harm young boys

Experts have raised the alarm over the controversial Sydney Sweeney campaign for sports betting company Novig, arguing it is “regressive” and could send the wrong message about female athletes to young boys.

The Euphoria actress made waves after stripping down to almost nothing for the advertisement, with shots of her straddling a basketball ring and holding sports equipment over her nude body.

The ad received backlash from athletes and politicians, such as Community Strong Australia MP Zali Steggall, who labelled it a “new low”.

The sexualisation of women in sports is nothing new, with several female athletes taking part in nude photo shoots to promote their team or a sporting event.

These have been few and far between in recent years, however, as the mindset about female athletes shifts away from hyper-sexualisation towards heralding female strength and resilience.

Athletes blasted Sweeney for the racy ad, claiming it would do little to reduce the sexualisation of female athletes and women in sport.

One of the loudest critics was Australian Olympic gold medallist Ariarne Titmus, who labelled the ad as not only a “kick in the face to every woman who had dedicated her life to perfecting her craft but every (woman) who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity”.

“I thought we were genuinely moving past this bulls**t,” she said on Instagram.

Melbourne counsellor Jacintha Field said female athletes had “spent years fighting to be seen, respected and taken seriously” and were “exhausted” by the conversation.

“They have fought for equal recognition and to have their achievements recognised as achievements, rather than having the conversation constantly brought back to their bodies and appearance,” she said.

“That is why I think the response is bigger than this one advertisement. Female athletes are exhausted from having to keep having this conversation.”

While the ad has been criticised for harming women and young girls in sport, experts said it was detrimental to young boys, too.

Perth-based psychologist Kerstin Anderson-Ridge said “female athletes have worked incredibly hard to be recognised for what their bodies can do rather than simply how their bodies look”.

“For a young boy watching sport, we want him to see a female swimmer, footballer or runner and think about her talent, discipline, strength and achievement in exactly the same way he would when watching a male athlete,” she told NewsWire.