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More American Apparel adverts banned
Wednesday 10th April 2013 | Hannah
American fashion retailer American Apparel has had several pictures of woman in ‘vulnerable positions’ banned. A watchdog has ruled that the pictures of a model in a bodysuit and thigh-high socks on a bed is ‘likely to cause serious offence’
The clothing brand has a long history with breaking advertising rules, including using pictures which exploit young women are again facing criticism. This time, the company have been criticised for using 6 pictures which feature a model in a bodysuit and thigh-high socks on a bed without her face shown, from the front showing her legs open or in a kneeling or reclining position.
American Apparel have responded to the complaints by the Advertising Standards Authority (ASA), claiming ‘they did their best’ to abide by the regulations of the industry as well as creating 'authentic, honest and memorable images' which are relevant to their customer base.
The ASA condoned the pictures as ‘overtly sexual’ and that they ‘demeaned women’, concluding that there was ‘a voyeuristic quality to the images, which served to heighten the impression that the women were vulnerable and in sexually provocative poses’.
American Apparel have been asked not to include the pictures in any more campaigns and have advised by the ASA not to use pictures which may cause serious or widespread offence in any future adverts.
By Hannah Crouch (@carryoncrouch)
