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ASA prohibits Jack Wills' "sexualised" ad campaign

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Teenage clothing retailer Jack Wills has been banned from promoting a recent advert which uses sexualised imagery and inappropriate messages.

Jack Wills' spring catalogue was sent directly to customers in February. The ad campaign featured images of male and female models dancing and drinking on a bed in their underwear. Text underneath these stated "Whatever your choice, you can be sure it's what's underneath that counts" and larger text naming the collection of shots as "Midnight mischief".

The British retailer defended the campaign noting that the brand aimed to target 18 to 24 year old university students and not younger teens and that the images were not sexualised or  sexually provocative  in any way.

The business added that the mailed catalogue was sealed in an opaque envelope and he website restricted under 18s from signing up to its mailing list.

"Because we understood that younger teenagers could have both direct and indirect access to the catalogue, and because we considered the images and text were sufficiently sexualised to be inappropriate for that audience, we concluded that the ad was irresponsible and that it breached the Code" The Advertising Standards Authority explained.

 "We told Jack Wills not to use sexualised images and text that were inappropriate for younger teenagers in ads to which those teenagers could have both direct and indirect access."

Jack Wills said it would in future print on envelopes containing catalogues: "Please note: You need to be over 18 years old to sign up for Jack Wills' correspondence."

 

Published on Wednesday 01 June by Talya Misiri

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