It seems this is a week where lingerie adverts are shocking parents with the latest advert that has caused outcry coming from America where a pair of mother and daughters stripped down to their lingerie which sparked accusations that the photographs were promoting incest according to Fox News.

The photograph shows a mother draped over her 19 year old daughter body in a photograph that does not really leave much to the imagination. The photographs are part of a campaign for the Lakes and Stars.

"These ads are highly suggestive,” psychologist Dr. Nancy Irwin told Fox. “They are clearly designed to titillate consumers; mostly men.”

“The incestuous and lesbian suggestions, with the phallic images of cactus and logs, are juvenile at best,” she said.

Dr Nancy Irwin said that she was totally disgusted with the photographs but she was not surprised by the campaign.

“Advertisers (particularly of undergarments) continuously push the envelope on good taste to simply get attention and drive sales,” she said.

The company behind the campaign have said the advert is about beauty and does not promote incest.

"We're surprised that people are reacting with such violently negative connotations such as incest, given that we were only making light of a healthy and beautiful relationship between two women,” said The Lake and Stars’ owner Maayan Zilberman, according to Fox.

“Everyone involved in the shoot -- the designers, models, and photographer -- agree that these photos are beautiful and tasteful.”

So does Steve Hall, editor of advertising blog AdRants.

“If you can see past the fact they are wearing lingerie together and see it simply as a representation of healthy affection then there's nothing detrimental or disturbing about this ad at all,” he said to Fox.

“It's a metaphor, of course. It's unlikely a mother and daughter would be caught dead in the same room with one another clad only in lingerie. But that's the literal visual people are reacting to, not the idea of a close, nurturing, loving relationship between a mother and a daughter.

“However, any smart marketer will leverage envelope pushing whenever they can, and there is certainly a hint of that here.”

To read more Ladies Underwear News Please Check out our Lingerie Brands Section