'Gratuitous' American Apparel adverts banned once again- this time for using 'overtly sexual' images of women
Controversial US retailer American Apparel has once again flouted advertising regulations, this time for using images of women in 'vulnerable poses', a watchdog has ruled.
The clothing brand, which has regularly broken advertising rules for using exploitative images of young women, posted six photos of a model in a bodysuit and thigh-high socks on a bed without her face shown, from the front showing her legs open or in a kneeling or reclining position.
Others, which carried text saying the model was a store consultant, showed her wearing only a jumper while her bottom half appeared naked, reclining on a bed with her legs in the air.
Part of the advert the ASA found to be 'gratuitous, particularly in an ad for knitwear'
The Advertising Standards Authority (ASA) has ruled the pictures were 'likely to cause serious offence' to visitors to its website.
The watchdog investigated a complaint that the models appeared vulnerable and the adverts were offensive because they were overtly sexual and objectified women.
Responding to the complaint, American Apparel said it 'did its best' to abide by the standards of the industry as well as creating 'authentic, honest and memorable images' relevant to its customer base.
Images which appeared in the advertising campaign, which overall the Advertising Standards Authority (ASA) ruled was 'likely to cause serious offence'