American Apparel has made a pretty penny on the backs of its risque marketing campaigns, which feature barely clad “real” models in all sorts of sexy poses and situations. But the British Advertising Standards Authority (BASA) isn’t having any of it, and has warned Dov Charney’s company that they need to tone it down or face censure.
Dov et. al. argued that the ads were no more provactive than “a large proportion of images of other companies” and that because the ads were found on AA’s website’s advertising archive, they were outside the purview of the Advertising Standard’s authority. But the authority found the ads “offensive … pornographic, exploitative of women” and claimed they “inappropriately sexualized young women.”
The authority was particularly riled by the ads because the clothing featured wasn’t lingerie, yet the ads still focused primarily on womens’ breasts and butts. (It’s clear the BASA is pretty unfamiliar with American Apparel’s entire selling strategy.)
They banned all but one American Apparel ad and advised the company “not to use similar images which were exploitative of women or that inappropriately sexualised young women in future.”
This isn’t the first time that the BASA has taken issue with an American advertiser. Last year, they banned a Marc Jacobs ad featuring Dakota Fanning because they claimed it placed young Dakota in harm’s way. [The Guardian]