American Apparel reprimanded again for ‘sexual ad’

American Apparel has been rapped once again by the advertising regulator for ads featuring “overtly sexual” imagery.

American Apparel banned ad

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”.

American Apparel

American Apparel banned ad

Recommended

Marks & Spencer

Food saves M&S as clothing sales slip again

Russell Parsons

Marks & Spencer has blamed “intense” promotional activity by rivals for another drop in clothing sales in the company’s fourth quarter amid warnings the retailer risks becoming a “mid-market monolith” that is losing share to rivals such as Next and Debenhams that offer more targeted propositions.

Viewpoint: Memes from a lawyer’s perspective

Josie Allchin

Memes are pictures and videos that circulate the internet, Facebook and Twitter and occasionally go viral. They rarely have copyright acknowledgement and it’s often impossible to find out who created them or who may have rights in them.