The UK advertising watchdog has banned an advert from PrettyLittleThing that included "socially irresponsible" images of a 16-year-old model that depicted her in a sexual manner.
The Advertising Standards Authority (ASA) has ruled the Manchester-based fast fashion retailer, which is part of the wider Boohoo group, highlighted Alabama Barker's young age while featuring her in a series of sexually suggestive poses and clothing.
The images appeared on the retailer's website in June, with brand ambassador Barker modelling her Y2K Edit clothing collection. READ MORE: Click here to sign up to the BusinessLive North West newsletter The text said: "Channel that teen dream realness with barely-there micro mini skirts," while a series of images showed Barker wearing a tight-fitting short dress while sucking a lollipop, wearing high heels and a low-cut short dress that revealed her breasts while spraying a water hose, clutching her chest with one hand, and posing with her leg bent wearing a mini skirt and knee-high boots.
One page said: "Nail the latest trends and team a cropped varsity jacket with a mini skirt and knee-high boots for a date with your best dolls or flaunt your curves in a white figure-hugging dress." A complainant, who believed Barker was 16, challenged whether the ad breached advertising regulations by portraying someone who was under 18 in a sexual way, the PA news agency reported.