Advertisement for online retailer PrettyLittleThing has been accused of posting "socially irresponsible" images of a 16-year-old model in a sexually charged manner, leading UK ad watchdogs to Banned by the agency. Method.
According to the Advertising Standards Authority (ASA), the fast fashion retailer featured Alabama Barker in a series of sexual poses and outfits while highlighting her young age.
Images were posted on the retailer's website in June, featuring brand ambassador Barker modeled after Y2K Edit's clothing collection.
The text reads: "I express the reality of her teenage dreams with her mini-skirt, which is a micro-miniskirt." -Put on a miniskirt and knee-high boots, bend your legs, and hold your chest with one hand while spraying water on your chest. Cut the exposed short dress.
One page says:
Plaintiff, who Barker believed she was 16, contested whether the ad violated advertising regulations by sexually portraying someone under the age of 18. rice field.
PrettyLittleThing confirmed that Barker was her 16-year-old at the time the ad was made, encouraging young women to embrace their bodies and inspire her confidence, In order to empower her, she said she wanted her body to convey a message of positivity.
The company said it did not intend to sexualize Barker, did not consent to her being portrayed in a sexual manner, and that the ad was approved by Barker and her own girlfriend. added that she was posing in a style similar to the image on her Instagram account.
The ASA upheld the complaint, stating that many of Barker's poses and text references would likely be considered sexual, and the phrase "telling the reality of teenage dreams." further emphasized her young age. "In light of the above, we have determined that this ad sexually portrays a person under the age of 18, She is irresponsible and in violation of the Code."
It ruled that it should not be presented in its present form, adding: sexual attitude.
PrettyLittleThing declined to comment further on the ruling.
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