Kate Moss-inspired 'skinny' slogan gets kids' t-shirt ad banned

Zazzle, a custom-clothing online retailer, has been banned by the ASA from advertising a children's t-shirt that bares the slogan "nothing tastes as good as skinny feels".

Zazzle: skinny t-shirt ad banned by the ASA
Zazzle: skinny t-shirt ad banned by the ASA

The Advertising Standards Authority (ASA) received three complaints calling the ad "irresponsible" and claiming that the slogan could cause harm to children, by implying that being underweight is desirable, which could encourage children to develop an unhealthy body image or relationship with food.

Zazzle told the ASA that it was a technology company that had developed a platform that allowed members of its marketplace to create and sell their own designs on their own products.

Zazzle admitted it did not pre-screen the content before it was uploaded to the site, claiming that it provided tools for users to report products that are found offensive.

After being contacted by the ASA, Zazzle restricted the specific design so it would not appear on children's clothing.

"The ad has been banned from any future use however, due to the possibility that the t-shirt could condone an unsafe practice that may result in "physical, mental or moral harm to children".

The ruling comes as an industry panel set up by the Advertising Association in June looks at beefing up controls on marketing to children, in an attempt to head off the threat of legislation.

The panel was set up in the wake of the publication of the Bailey Review on the commercialisation and sexualisation of childhood, which recommended a series of curbs on the marketing and media sectors.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, 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
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published