[fleddr]

In the 80s/90s, on Dutch TV we'd have daytime deodorant commercials on public channels featuring naked women applying the product.

Wasn't even considered sexual content, and in no way shielded from kids either. The context isn't sexual, and it's a perfectly normal body part.

The sexualization of the human body is nothing but a cultural invention.

[bogomipz]

I'm curious why and when did those go away exactly on Dutch TV?

[fleddr]

I only have speculative answers on offer...

Somehow the sexual revolution of the 60s/70s running out of steam, and a correction taking place. A growing influence of American culture as well as Muslim immigrants, both more conservative. And perhaps feminism changing course.

[bogomipz]

Interesting. I think those are all very plausible and yet oddly we also now live in a hyper-sexualized mainstream advertising culture in the West.

[dagw]

now live in a hyper-sexualized mainstream advertising culture

I don't know. I feel that advertising is a lot less sexualized now, compared to the 80s and 90s when I was growing up in Scandinavia and the UK.

[wkat4242]

Yeah I remember an ad for crispbread with a boat full of naked Swedish ladies. https://www.youtube.com/watch?v=SHdeqBUtR9E (NSFW obviously)

This would really not fly in this day and age.