American Apparel has received another dressing down from the advertising watchdog after featuring a “sexualised” image of a model who appeared underage.
The Advertising Standards Authority (ASA) has banned the advert for its “lips print cotton spandex sleeveless thong bodysuit”, which featured one image that showed the model’s buttocks.
The fashion retailer has a track record for receiving ad bans for offensive and inappropriate advertising.
In September, it was reprimanded by ASA for using overtly sexual imagery to market its back-to-school range.
Its most recent ad was banned after receiving a complaint that the model appeared under 16 years of age.
The ASA upheld the complaint after agreeing the model had a youthful appearance and some consumers were likely to regard her as being younger than 16.
The ad watchdog also ruled the ad was of a sexual nature because of the model’s expression and pose.
When taken in conjunction with the youthful appearance of the model, the ASA said the ad could appear to be seen to sexualise a child.