An ad which ran in ES Magazine and The Sunday Times Style mag featured 17-year-old actress and model Dakota Fanning – star of War of the Worlds and The Twilight Saga. She was pictured sitting on the floor, alone, wearing a pale thigh-length dress. She held an oversized bottle of the perfume, which rested in her lap.
Readers claimed the ad was offensive as it portrayed the young model in a sexualised manner and complained to the Advertising Standards Authority.
In response, Coty UK said it did not believe the styling in the ad suggested the model was underage or that the ad was inappropriately sexualised because it did not show any private body parts or sexual activity. It believed the giant perfume bottle was provoking but not indecent.
But the ASA considered that the length of her dress, her leg and position of the perfume bottle drew attention to her sexuality. Because of that, along with her appearance, it believed the ad could be seen to sexualise a child.
Concluding that the ad was irresponsible and likely to cause serious offence, the ASA ruled it must not appear again in its current form.
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