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AN AD FOR controversial fashion chain American Apparel has fallen foul of the UK advertising watchdog for potentially sexualising children.
The Advertising Standards Authority (ASA) banned an image which appeared on the company’s UK website for a “lips print cotton spandex sleeveless thong bodysuit”.
It had received a complaint that one of the ads showed a model from behind with her “buttocks visible” that was “irresponsible and offensive”.
The complainant said it showed a sexualised image of a female who looked like she was under 16 years old.
In response, American Apparel said the model was actually 20 and the ad showed the advertised product “from various angles and included an image of the thong component of the bodysuit”.
The company said it thought the image was consistent with standards for similar ads.
But the ASA banned the ad after finding the model had a “youthful appearance” and some viewers would probably think she was under 16.
“We considered that readers were likely to interpret the model’s expression and pose as being sexual in nature,” it said.
In conjunction with the youthful appearance of the model, we considered the ad could be seen to sexualise a child. We therefore concluded that the ad was irresponsible and was likely to cause serious offence.”
It wasn’t clear whether the ad had been taken down this morning as images of two different models wearing the same item were still on the label’s UK website.
A history of controversy
The US company has repeatedly come under fire for its advertising tactics, which have included it accidentally using an image of the 1986 Challenger space shuttle disaster.
Last year it fired its own founder, Dov Charney, after he was accused of sexually harassing several employees.
It has repeatedly been criticised for using young women in overtly sexual poses for its ad campaigns, although it has also won plaudits for challenging fashion-industry norms through tactics like featuring over-6o underwear models and mannequins with pubic hair.
The latest ASA ruling follows a similar decision in the UK only six months ago over the company’s “back-to-school” range.
It found some of the images mimicked voyeuristic “upskirt” shots of schoolgirls.
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Longest article ever?
Sure wouldn’t it have been better, if he’d a been killed father (reagan).
They did put the #long read at the end of it
George bush is allowed roam freely why not this guy
Not big fan of regan,but he once told thatcher he was gonna put American soldiers on the border when she said brit soldiers were gonna invade the south of Ireland
@Paul
I’m surprised to learn this. Where did you read or hear it?
Never heard or read of that anywhere…
Paul, that’s nonsense!
OTOH, it’s just been shown that you can get 23 green thumbs for making up complete nonsense as long as it’s anti-Brit.
He did his time
George Bush would of gained the presidency had Reagan died as he was Vice President.
I’m just saying.
He got in anyway in 1984
He wasn’t president till 88
Glen, that’s stating the obvious. Vice-presidents become president if the president dies in office. So what’s your point or do you have a conspiracy that you want to share?
Dublinlad/ Declan Noonan
What I’m saying is ” obvious” to anyone who understands what the Bush family are like.
Do try to keep up Declan if you are going to participate in the discussion.
Glen, what are you insinuating? Do tell us. I’m up for a laugh this morning.
I think He means the younger one..
Good article,but don’t think I’d take the chance of releasing him after reading that.
Poor Jodie foster must have felt like shite!
Bunch of BS cooked up by Bush and served by Hinckley. I’m just wondering if old George still has to make a balloon payment for services rendered.
They wouldn’t consider releasing Hinckley if Sarah Brady had not died a few weeks ago. The timing of this is in poor taste.
He had terrible aim, practically hit everything from 15 feet away except Reagan who I believe got hit by a ricochet. Pity.
John Hinckley or Mark David Chapman, who would you release?
have your say