PrettyLittleThing rapped over 'seriously offensive' advert for jeans
22.06.2022 - 12:25
/ manchestereveningnews.co.uk
Manchester-based fashion retailer PrettyLittleThing has been rapped by a watchdog - again - for 'objectifying women' in a product listing for a pair of jeans. The listing, seen on the fashion house's website in April, featured an image of a woman wearing the jeans with the front unzipped showing the top of her underwear.
The model was wearing nothing on her top and her hands were crossed over her chest to cover her breasts, said the Advertising Standards Authority (ASA) in a published ruling today.
A second photo on the listing showed an image of the same model wearing the jeans zipped up, but the photo had cut off her head and shoulders. She wore nothing on her top and her right hand was placed across her chest to cover her breasts. The ASA said a complainant believed the ad sexually objectified women and challenged whether it was offensive and irresponsible.
The ASA upheld the complaint, saying the adverts were likely to cause 'serious offence', and in its ruling said the company had been told to ensure future ads 'were prepared with a sense of responsibility to consumers and to society and that they did not cause serious or widespread offence by objectifying women'.
The watchdog said in the ruling: "We noted that the first image showed the model with no top on, and her arms crossed to cover her breasts. We considered that the model was portrayed as confident and in a neutral pose. However, she was completely topless which was not relevant to the product being advertised and caused viewers to focus on the woman's breasts.
"We considered that the ad was likely to have the effect of objectifying the woman by using her physical features to draw attention to the jeans in a way that was not pertinent to the product.
"We
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