American Apparel 'sexually provocative' website slammed by watchdog

American Apparel has had a series of images on its website banned by the ad watchdog for being irresponsible and containing offensive content that could be viewed by children.

American Apparel: site is slammed by ASA
American Apparel: site is slammed by ASA

The Advertising Standards Authority (ASA) received two complaints regarding "overtly sexual" and "inappropriate" images on American Apparel's site. All the images were created in-house.

In two separate investigations the ASA assessed 27 images and banned seven.

The images that drew the first complaint featured: a woman wearing only a pair of white tights; a near-naked woman wearing a pair of high denier tights, bending forwards with her back to the camera; and a photograph of two women wearing cut out tights that exposed their bottoms.

These images were considered inappropriate for a website that could be seen by children.

The second complaint addressed a series of images of a woman modelling American Apparel’s translucent shirts. They were banned because the model looked under 16 and her breasts were visible, sexualising "a model who appeared to be a child".

It is not the first time American Apparel's website has been on the wrong side of the ASA. In April the watchdog banned a series of images on the same grounds and told the retailer not to run similar images that were exploitative of women or inappropriately sexualised young women in future.

The complainant challenged a total of eight ads that ran on American Apparel's website in October last year, as well as an ad in a free lifestyle magazine called Crack.

The ASA banned eight out of the nine ads.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published