“Socially irresponsible” images of a 16-year-old model on PrettyLittleThing’s website have been banned by the ASA.
- The ASA ruled that the fast fashion retailer depicted Alabama Barker in a sexual manner, highlighting her young age in suggestive poses and clothing.
- The complaint was upheld despite PrettyLittleThing’s defence that the ad aimed to convey body positivity and empowerment.
- The ASA concluded that the ad breached advertising regulations and stressed the importance of responsible advertising for under-18 models.
- PrettyLittleThing must ensure future ads comply with the regulations to prevent similar breaches.
The Advertising Standards Authority (ASA) has ruled that PrettyLittleThing featured “socially irresponsible” images of a 16-year-old model, Alabama Barker, in a series of sexually suggestive poses and clothing. The images appeared on the fashion retailer’s website in June and showcased Barker modelling her Y2K Edit clothing collection.
The advertisement described Barker wearing tight-fitting short dresses, high heels, and low-cut tops, alongside phrases encouraging viewers to “channel that teen dream realness”. One image showed her sucking a lollipop, another clutching her chest, and a third spraying a water hose while revealing her breasts. These images and texts drew a complaint, which questioned the appropriateness of portraying someone under 18 in such a manner.
PrettyLittleThing defended the ad, stating it aimed to promote body positivity and empower young women to embrace their bodies confidently. The company added that the ad was approved by Barker and mirrored her Instagram content. However, the ASA found that the explicit poses, combined with the text, highlighted Barker’s young age in a sexual way.
The ASA’s decision emphasized that portraying individuals under 18 in a sexualised manner is irresponsible and violates advertising regulations. They concluded that the ad breached the code and prohibited its future appearance in its current form. The watchdog instructed PrettyLittleThing to ensure future advertisements do not depict or represent anyone under 18 in a sexualised manner.
PrettyLittleThing has not commented further on the ruling.
The ASA’s ruling underscores the critical need for responsible advertising, particularly when involving under-18 models.