Richard Branson: Defends himself against claims of sexism

Richard Branson: Defends himself against claims of sexism

Flamboyant British billionaire and Virgin Group chief Sir Richard Branson has defended himself against Australian criticism of his use of bikini-wearing women to sell his company's products.

Last week, Columnist Amber Petty wrote in the South Australian daily that Sir Richard could not land in a country without paying scantily-clad models to "fall all over him" and described the strategy as "sexist rubbish".

Petty said that the behaviour made Branson look like a "sleaze-bag" before taking a shot at his sex appeal.

She continued to say that he was "about as sexy as a pair of those socks you get on international flights".

The attack clearly caught Branson's attention. He has been offended by Petty's attack on his sex appeal.

Richard Branson replied, "The old-fashioned way of promoting products and businesses has worked for centuries and picture editors are unlikely to let it die out soon".

Branson wrote in a letter to the paper, "As to being an 'old man,' yes I am approaching 60, but using someone's age to attack them is perhaps as bad as accusing someone of sexism. The problem, I believe, with her argument is that if the next time I promote a product I line up with three male models the photo won't get into your paper and the new business won't get talked about".

To respond, Petty wrote, "The old 'sex sells' line is so dull and so over but if it's apparently working so well, who am I to teach the almighty dog new tricks?"

United Nations Secretary General Ban Ki-Moon presented Sir Richard Branson with the United Nations Correspondents Association Citizen of the World Award for his support for environmental and humanitarian causes on 7 December 2007.