PrettyLittleThing ad banned for depicting Travis Barker’s teenage daughter in a ‘sexual manner’

Fashion giant PrettyLittleThing has come under fire for publishing an ad depicting a child in a “sexual way”.

The Advertising Standards Authority (ASA) ruled that the fast fashion retailer used “socially irresponsible” images of Alabama Barker, Travis Barker’s 16-year-old daughter, to advertise its products.

The watchdog said PrettyLittleThing drew attention to Alabama’s young age while showing her in an array of sexually suggestive poses and attire while modeling for her Y2K Edit clothing line.

As part of the campaign, Alabama wore an all-pink outfit consisting of a pink mini dress, pink jacket, pink heels and orange sunglasses as she hose-sprayed a nearby hedge.

The ad’s overlaying text read, “Channel this youthful dream reality with barely-there micro mini skirts.”

The ASA said the image “showed her breasts,” while another photo from the campaign wore her in a “fitting short dress while sucking on a lollipop.”

The ASA banned the ad because it “violated our rules, which state that ads must not depict or depict in a sexual manner anyone who is or appears to be under 18,” adding that the ad was “socially irresponsible.” and “likely to cause harm and offense”.

PrettyLittleThing confirmed Barker was a minor at the time of the shoot and said they chose her to be their brand ambassador because her customer base is primarily between the ages of 16 and 24.

The retailer added that they “did not intend” to sexualize Barker and disagreed that she was portrayed in a sexual manner.

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PrettyLittleThing claimed that the photos used in the campaign were approved by Barker and her team, saying that Barker sucking a lollipop and using a hose “matched the intended Y2K aesthetic.”

The brand added that it wants to convey a message of body positivity to “encourage and empower young women to embrace their bodies and inspire confidence.” PrettyLittleThing ad banned for depicting Travis Barker’s teenage daughter in a ‘sexual manner’

Fry Electronics Team

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