The campaign advertised ‘back to school skirts’, which were modelled by a women bending over, revealing her underwear.
The slogan read: “Your first assignment is to dress accordingly.”
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One of the items of clothing modelled was called the ‘Lolita top’, referencing the character of a sexualised schoolgirl targeted by a paedophile in Vladamir Nabokov’s famous novel.
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The ad was described as ‘gratuitous’ and ‘seedy’ by the Advertising Standards Authority.
In a statement, the ASA said: “We considered the images were gratuitous and objectified women, and were therefore sexist and likely to cause serious and widespread offence.”
“Furthermore, we considered the images imitated voyeuristic ‘up-skirt’ shots which had been taken without the subject’s consent or knowledge which, in the context of an ad for a skirt marketed to young women, we considered had the potential to normalise a predatory sexual behaviour.
“The fact that the model’s face was not visible meant the public would understand that the model was, or was intended to appear to be, a schoolgirl.
"We considered the ads had the effect of inappropriately sexualising school-age girls and were therefore offensive and irresponsible for that reason too.”
American Apparel responded, saying that “their approach was not graphic, explicit or pornographic.”
Do you think the ASA was right to ban the adverts? Let us know in the comments box below.