The Advertising Standards Authority (ASA) of U.K has reprimanded the ‘American Apparel’ for placing “offensive” ads for its chains stores.
The Authority watches and regulates , if necessary, advertisements placed in public and social media,
ASA has banned the ad of ‘ American Apparel’ depicting bottom of a teenager captioned ” School Days.” This ‘ School Days’ range of clothing is in criticism in the press and the social media. The ad shows girl wearing ultra short skirt and depiction the white underwear. The ad is emphasizing on the buttocks and groin area rather than highlighting the skirt for its material, quality of cloth or fineness of material or even the fitting and design.
The company was told not to ‘sexualise school-age girls.’ It reminded the company to act responsibly for just and social order and not to place sensational ads on the banners and the media. The company should not to only think of the policy of sales at any cost. The social order must be maintained.
The ad has disturbed the minds of thousands of people, who have started a campaign against the company’s ad in public and the social media. They say the said ad is defining the school-going girls in a wrong way and therefore is not fair for the citizens’ moral.
Picture Via: Twitter
The American Apparel instead of accepting the mistake has said that Ad was not intended to put up in the public. Dov Charney, the chief executive of the company, has been suspended till completion of investigations.
The Authority has directed the company to remove this ad from the social media as well and has further warned the company not to put such ads in the future.
Picture: Dainik Bhaskar