Fashion

PLT ‘Suggestive’ TV Ad Pulled

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21 September 2017

By Alex Khalil

A TV ad for the online retailer Pretty Little Thing has been banned, due to sexually suggestive themes. This comes after the advert featured an adult model who was mistaken for a child, in certain outfits and poses. The ad prominently featured two models, both were adults, posing in the middle of the desert.

One viewer complained that the advert and company were irresponsible for showing what looked like a child in certain positions and clothing. There were then two more complaints, but these weren’t upheld. These complaints referenced the advert and a London subway tunnel advert.

21 Three Clothing, who does trade with Pretty Little Thing, said that the models in the photos were 23 and 24 years of age, and the clothing worn in the ad was on trend for festivals. Clearcast, a clearance agency for adverts, said that the viewing panel had deemed the tone of the advert fitting with summer or festival products and the models were not childlike, nor were they overtly sexualised.

The Advertising Standards Authority said one of the models did have a ‘very youthful appearance’ with some of the outfits and poses drawing attention to the models’ chests and butts.

It said:

‘We considered that the ad portrayed a model who appeared to be under 16 in a manner that was sexually suggestive. We told Prettylittlething.com to ensure that future ads did not sexualise those who appeared to be children.’

The advert shouldn’t be appearing anywhere else anytime soon.

 

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