The most recent ad ban is the third Advertising Standards Authority ruling against the fashion retailer since December.
A spokesman for the ASA said it was “disappointing” American Apparel had been subject to another breach of the advertising code, particularly given this instance was another variation of a theme. He added, however, the watchdog has a “positive” relationship with American Apparel and the retailer has shown a “willingness” to comply with regulation.
The most recent ruling was over images (see below) placed on the advertising page of the American Apparel website. They included those of a woman who was shown from the side wearing only a jumper with her legs in the air, and further pictures of another model wearing a lycra bodysuit with her buttocks visible.
The images sparked a complaint the ads were overtly sexual, “objectified women” and showed models appearing “vulnerable”.
American Apparel said it “did its best” to abide by the standards of the industry, as well as creating “authentic, honest and memorable images” relevant to its customer base.
The ASA considered there was a “voyeuristic” quality to the “gratuitous” images, which served to heighten the impression the women were vulnerable and in sexually provocative poses.
It ruled the ads were likely to cause “serious offence”.