Are you offended by this ad? Many people are.
After receiving 4 complaints, the Advertising Standards Authority (ASA) has banned this magazine campaign in the UK.
The advertisement is for the Marc Jacobs fragrance ‘Oh, Lola!’ and the model is 17-year old US actor, Dakota Fanning.
Here’s the official statement from the ASA:
“We noted that the model was holding up the perfume bottle which rested in her lap between her legs and we considered that its position was sexually provocative. We understood the model was 17 years old but we considered she looked under the age of 16. We considered that the length of her dress, her leg and position of the perfume bottle drew attention to her sexuality. Because of that, along with her appearance, we considered the ad could be seen to sexualise a child. We therefore concluded that the ad was irresponsible and was likely to cause serious offence.”
The perfume maker and distributer of this fragrance, Coty UK, disputed the ASA’s ruling, saying they had yet to receive any complaints about the ad in question. They also said the perfume bottle placed in between Fanning’s legs was “provoking, but not indecent.”
Of course, any publicity is good publicity and the one foolproof way of ensuring people see your ad is, ironically, to make sure nobody sees it. More often than not, banning anything leads to instant widespread coverage.
So what do you think? Offensive or just attention-seeking behaviour?