Who has seen Marc Jacobs ad campaign for his new perfume OH LOLA? Honestly, how can you miss it? It can be seen in every fashion magazine across the world. (Well if you haven't, that's ok here it is pictured above.) The ad features Dakota Fanning in a sweet pink dress holding an enlarged bottle of the perfume. Looks innocent right? The British Advertising Standards Authority beg to differ!
That's right according to the British ASA they feel that the ad is "too childlike and sexy." Marc Jacobs has stated before the ad even made it to magazines that his inspiration for it was from Vladimir Nobokov's character Lolita. The character of Lolita is a sexualized child, but Jacobs felt that by choosing Dakota for the campaign that she would add an innocence to it. She would be "seductive yet sweet."
British ASA, however, feel otherwise! They felt that the styling of the ad was inappropriate, how Fanning had the bottle in between her legs! The ASA released this statement:
"We noted that the model was holding up the perfume bottle which rested in her lap between her legs and we considered that its position was sexually provocative. We understood the model was 17 years old but we considered she looked under the age of 16. We 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, we considered the ad could be seen to sexualise a child."
After hearing of the UK banning his ad, designer Marc Jacobs responded with this statement:
“It was our pleasure to work with Dakota Fanning for the Oh, Lola campaign. She is a smart, pretty, interesting, talented young woman, and we would never have suggested an advertising concept that we thought was inappropriate. I believe she is also very thoughtful about the projects she takes on and would not have done something that she felt was in questionable taste. It’s really unfortunate that people have taken anything negative from what we believe is a really good campaign, and one that so perfectly embodies the fragrance.”
Marc Jacobs isn't the only one who had an ad banned from the United Kingdom, apparently British ASA has a history of banning ads!
BANNED FOR BEING TOO AIRBRUSHED!
L'Oreal, the famous cosmetics company that also owns Maybelline and Lancome, had two of their ads banned from the UK in just July of this year! The Lancome ad featuring Julia Roberts and the Maybelline featuring Christy Turlington were felt to be "too airbrushed." The ASA stated that they want to maintain healthy body images.
Ad for Drop Dead
Now, the ASA proves to not be biased as it bans advertisements from its own fashion brands! Drop Dead, a popular UK brand, had this ad banned from the country this past year also! The banned ad was noted for the model being "too skinny." Are they for real? Haven't they ever heard of the expression, "If you got it, flaunt it!"
They even went as far as banning Beyonce's commercial for her fragrance Heat! How can you ban Beyonce?! It is said that the British drill sergeants of the ASA, find the ads unacceptable if they are:
- Amorous or sexually passionate facial expressions
- Exposure of breasts, including partial
- Poses such as hands on the hips, gripping of hair in conjunction with a sexually suggestive facial expression
- Images of touching oneself in a sexual manner, such as stroking the legs or holding/gripping the breasts
- Suggestion in facial or bodily expression of an orgasm
So basically every fashion ad ever made could be banned? This could be true because their tactics of keeping sexy away from consumers can be seen dated all the way back to the 70s. Sophie Dahl's 1970 ad for Yves Saint Laurent's fragrance Opium, was banned because the model was seen in the nude.
It is understandable that the British ASA want to show healthy body images, but don't they think they are going a little too far? We are in a society today that sexy images are everywhere because lets be honest..it sells! What do you think of this rubbish? & What will they ban next?
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