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PrettyLittleThing ads removed for "sexualizing" child models

PrettyLittleThing "sexualized" a child TikTok model in one of its campaigns, an ad watchdog ruled.

Alabama When her Barker was 16 years old, Fast her fashion retailer presented her in a series of sexual poses and outfits.

The Advertising Standards Association (ASA) recommends that future advertisements not contain images that "sexually depict or depict persons who are under the age of 18 or appear to be under the age of 18." I warned the company to do so.

The controversial photo was posted on her PrettyLittleThing website in June, featuring her latest brand ambassador modeling her Y2K Edit clothing collection.

"Convey the reality of teenage dreams with your last-minute micro-her mini-her skirt," says the ad's text.

A series of images showed a girl in a tight-fitting short dress smoking a lollipop.

She wears a short dress with high heels and a low cut, exposing her breasts, spraying a watering hose, grasping her breasts with one hand, bending her legs and wearing a mini skirt. And a picture of her posing in knee highs. boots.

One page said: “Follow the latest trends and pair a cropped varsity jacket with a mini skirt and knee-high boots for a date with your best doll, or flaunt your figure with a figure-hugging white dress.”

A rule was introduced in 2017 banning the sexualization of people under the age of 18 and those appearing to be under the age of 18 in advertising.

Ms. Barker disputed whether the Plaintiffs advertisement, which she believed was 16 years old, violated these regulations.

Her age at the time was confirmed by PrettyLittleThing. PrettyLittleThing said she wanted her body to carry the message of her positivity to encourage and empower young women to embrace their bodies and inspire her confidence.

The company said it did not intend to sexualize TikToker and did not consent to her being portrayed sexually. and posed in a style similar to the image on her own Instagram account.

In support of the complaint, the ASA said many of Ms. Barker's poses and text references would likely be viewed as sexual.

On the other hand, the phrase "a channel where teens dream of reality" further highlighted her youth.

"Based on the above, we have concluded that this ad is irresponsible and in violation of the Code as it has determined that it sexually depicts a person under the age of 18 for her." agency said. reached out to her PrettyLittleThing for comment.

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