American Apparel in dock again

Serial offender American Apparel has once again found itself in breach of advertising rules, this time for using “gratuitous” images of women in vulnerable poses.
The US clothing brand seems to relish sailing close to the wind and has regularly been hauled in front of the Advertising Standards Authority for using exploitative images of young women.
The campaign in question – the third complaint since December – featured photos of a model in a bodysuit and thigh-high socks on a bed with her legs open and in a kneeling and 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.
The watchdog investigated a complaint that the models appeared vulnerable and the ads were offensive because they were overtly sexual and objectified women.
American Apparel claimed 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.
But the ASA ruled there was a voyeuristic quality to the images – which it branded “gratuitous” – adding that they served to heighten the impression the women were vulnerable and in sexually provocative poses.
It banned the ads on the grounds that they were likely to cause “serious offence”.