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by on April 4, 2012

Britain’s Advertising Standards Authority has struck again. The ASA has come down on a series of ads American Apparel ran on their website and in a magazine last fall, deeming them “exploitative” and “voyeuristic,” despite AA’s claims that the images are basically what the kids are into these days.

Banned in Britain: American Apparel Warned Not to Inappropriately Sexualize Women

American Apparel tried to argue that the campaign images were of ”real, non-airbrushed, everyday” women “clearly in their 20s” and that “normal people could relate to” them since they’re just like photos “people regularly share with their friends on social networks.”

You know, social networks like Titter and Assbook.

AA also tried to argue that their ads were no more sexually provocative than “a large proportion of images of other companies” and that because the ads were found on their website’s advertising archive, they were therefore outside of the Advertising Standard’s authority.

But the ASA saw the holes in that argument as easily as they saw the holes in an American Apparel lace bodysuit. The advertising watchdog called the nudity in the ads “gratuitous” and stated that the shots of boobs and butts were the “focal points of the images rather than the products.”

Finally! someone gets it.

The ASA added that the ads were “voyeuristic and amateurish”, heightening the exploitative and sexually inappropriate nature of the images. The organization did, however, let one of the ads slide, but warned American Apparel “not to use similar images which were exploitative of women or that inappropriately sexualised young women in the future.”

So in other news, American Apparel is never advertising in the UK again.  [GuardianWWD]


Contributed by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester dot brathwaite at gmail

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