PrettyLittleThing removes jeans advert after complaints it 'objectified women'
22.06.2022 - 18:07
/ dailyrecord.co.uk
Online fashion retailer PrettyLittleThing has had to pull a jeans advert from their website following complaints it sexually objectified women.
The clothing advert was for their L30 Mid Wash Mom Jeans that cost £25 a pair and it was banned after it was found to be "irresponsible" and "likely to cause serious offence".
The Manchester Evening News reports the fashion house's website featured a series of images that showed a topless model wearing nothing but the jeans. In one image, the model had her arms crossed over her bare chest and the front of the jeans unzipped to show her underwear, while the second photo cut off her head and shoulders.
The advert - which featured on the retailer's website back in April - was pulled after The Advertising Standards Agency (ASA) upheld a complaint that it sexually objectified women and was offensive.
PrettyLittleThing has since been told by The ASA 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 noted that in the second image the woman was also shown with no top on, and one arm covered her partially exposed
The website popstar.one is an aggregator of news from open sources. The source is indicated at the beginning and at the end of the announcement. You can
send a complaint on the news if you find it unreliable.