ASA raps Armani over sexy child ad

The Advertising Standards Authority (ASA) has censured Armani for showing a photo of a topless child to promote its Junior range, because it draws attention to the child’s sexuality.

The press ad triggered 74 complaints, which said that because the photo “sexualises” the child, it could encourage attention from paedophiles (MW March 11).

The ad shows a long-haired, topless child wearing baggy jeans and a necklace. The ASA has asked the advertiser to seek advice from the CAP Copy Advice team before advertising again.

The advertising watchdog is also investigating complaints against The Sun’s offer of a free Simpsons PC game worth £19.99. Readers were asked to collect vouchers and go into various games stores to collect the game.

The game turned out to be only a demonstration, although it can be downloaded from the internet free of charge. The ASA has received more than 30 complaints about the offer. The ASA has not upheld a complaint against a press campaign for Remington Bikini Trim and Shape electric razor. The ad shows a silhouette of a naked woman, whose pubic hair was shaped to say: “Be Mine”. The complainant said the ad was offensive.

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