US clothes retailer American Apparel was yesterday reprimanded by the advertising watchdog for an advert showing a girl leaning over and revealing her underwear.
The image had been designed to promote the brand’s schoolwear.
The Advertising Standards Agency said the adverts had the “potential to normalise predatory sexual behaviour” towards young women.
It is the sixth time in the past two and a half years that the watchdog has banned the company’s adverts for their portrayal of young women.
“We considered the ads had the effect of inappropriately sexualising school-age girls and were therefore offensive and irresponsible," ASA said.