The regulator has ruled that an advert for clothing brand Diesel featuring model Katie Price was irresponsible and likely to cause serious offence by objectifying and sexualising women.
The advert, published on the Guardian news website on March 26, featured an image of Price in a bikini holding a handbag in front of her chest.
The UK's Advertising Standards Authority (ASA) received 13 complaints that the advert objectified and sexualised women and that the model looked unhealthily thin.
Diesel said the ad is part of the brand's “Houseguests” campaign, which aims to challenge stereotypes and support diversity and inclusivity in the fashion industry by reflecting a wide range of body types.
According to the publication, the advertisement complied with advertising standards, but was removed from the Guardian website.
The brand noted that Price, 46, has a body type rarely seen in high fashion advertising, explaining that the average age of editorial models is between 16 and 23.
Diesel believed the image was “a celebration of Ms. Price's sexuality and empowerment, rather than objectification, humiliation or sexualization” and “showed Ms. Price clearly in control of the situation in an active and dynamic pose where she proudly displayed her body and handbag.”
The brand added that Price is “known for her flamboyant looks and personality, with her large lips and breasts being part of her elaborate public persona,” and that this “exaggerated, eccentric and altered appearance” was part of the campaign's creative approach.
In conclusion, Diesel noted that although Price was thin, she had excellent muscle tone and was not unhealthily underweight.
The Guardian newspaper said it received a complaint about the advert on April 4 and stopped running it because it did not comply with its policies.
In partially upholding the complaints, the ASA said the bikini only partially covered Price's breasts and noted that the position of the handbag – in front of her stomach, with the handle framing her breasts – attracted viewers' attention and accentuated that part of her body.
The ASA said: “While we appreciate that Ms Price was shown in a confident and assertive pose and appeared to be in control of the situation, we concluded that by positioning the handbag, which emphasised and drew attention to her breasts, the advert sexualised her in such a way that she became an object.”
“We therefore conclude that the advertisement is likely to cause serious offence, is irresponsible and breaches the Code.”
The ASA rejected complaints that Price looked unhealthily thin and found the advert was not irresponsible.
The regulator ruled that the advert must not be repeated, adding: “We have asked Diesel to ensure that their future advertising is socially responsible and does not cause serious or widespread
Sourse: breakingnews.ie
