Clothing retailer H&M drew criticism after featuring ‘super-tanned bodies’ in its new swimwear campaign. The ads – which portray brightly coloured swimwear on a heavily tanned model – caused media consternation in countries where the adverts are shown.

A cancer awareness organisation in Switzerland claimed H&M’s adverts have undermined its own advertising. H&M defended the campaign by saying it had chosen a model with darker skin in order to best show the strong colours on sale this season.