The ASA has ruled that the above ad (cropped) must not appear again in its current form.
Controversial fashion retailer American Apparel has landed itself in hot water again for the “inappropriate sexualisation” of an underage-looking model on its website.
Featuring a photo of a female model from behind in a sleeveless thong bodysuit, in which her buttocks are visible, the ad has come under fire for portraying a sexualised image of somebody who looked under 16 years of age.
While American Apparel said that the model in the image was 20 years old and “consistent” with standards contained in similar ads, the Advertising Standards Authority (ASA) has banned the ad under the consideration that some consumers were likely to regard her as being younger than 16.
“We considered that readers were likely to interpret the model’s expression and pose as being sexual in nature,” the ASA 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.”
The ASA has ruled that the ad must not appear again in its current form, and has told American Apparel to ensure that future ads do not include images that “inappropriately sexualise young women” or that are likely to cause serious offence.
In September 2014, the ASA also banned an American Apparel ad featured in its ‘Back to School’ range for being “overtly sexual and inappropriate for a skirt advertised as school-wear.”
The ASA said that the images imitated voyeuristic ‘up-skirt’ shots which had been taken without the subject’s consent or knowledge, and had the potential to “normalise a predatory sexual behaviour.”
The ASA also noted that the age of the model could not be determined because her face was not visible.
