City clothing company in ‘suggestive’ ad ban
REGULATOR RULES THAT MODELS LOOKED LIKE CHILDREN IN TV ADVERT BY PRETTYLITTLETHING.COM
A ‘SEXUALLY suggestive’ TV advert for a clothing firm has been banned after a viewer complained models were portrayed as children.
Prettylittlething.com, part of Manchester-based 21 Three Clothing Company Ltd, has been told by the Advertising Standards Authority (ASA) to ensure its future ads do not ‘sexualise those who appeared to be children.’
The advert, which aired pre-watershed on ITVBe in April, featured two young models wearing various outfits posing with an umbrella, a bicycle and in a telephone box in a desert setting to a soundtrack.
A complainant branded the clip ‘irresponsible’ and said the models ‘appeared to be children’ who were portrayed in a ‘sexualised manner,’ the ASA said in its judgement. The models were actually aged 23 and 24.
But after an investigation, the regulator upheld the viewer’s complaint, saying that in some scenes the models were acting in a manner which could be considered as ‘juvenile and mischievous’ - pointing to their poses and them ‘twirling’ and ‘swinging.’
Its ruling said make-up and styling were ‘reminiscent of 1990s teenagers’ fashion’ and one model had ‘doe eyes, long lashes and a lean frame which gave her a very youthful appearance.’
The ASA pointed to ‘tight fitting or revealing’ outfits and said some stances and poses ‘drew attention to their chests and bottoms.’ One model’s ‘buttocks were partially exposed,’ the ruling added, and some of their facial expressions were ‘sultry and seductive.’
As a result, the regulator said the ad breached responsible advertising rules.
Speaking of one model, the ASA said in the ruling: “Although we understood that she was over the age of 21, we considered that she appeared younger because of her appearance and mannerisms. Further, we also considered that the outfits shown, the colourful props and set and name of the brand, contributed to the overall impression that that model was a child.
“Given the reasons, we considered that the ad portrayed a model who appeared to be under 16 in a manner that was sexually suggestive. We concluded that the ad was irresponsible.”
The ASA said two further complaints about ads from the label, involving a second TV ad and a poster seen in a subway tunnel to the Natural History Museum in London, were not upheld.
The M.E.N. has contacted the company, on Dale Street, for comment.
But in response to the ASA, 21 Three Clothing Company Ltd, trading as Prettylittlething.com, denied the ad portrayed the models in a ‘sexualised manner’ and stressed their ages. The firm said the ad used ‘fun and colourful props’ to create a ‘bright and happy theme’ and the clothes shown were ‘on-trend pieces’ for the festival season.
The ASA also ordered the company not to show the advert in its current form again, alongside its warning over future advertisements.