A Marc Jacobs perfume advertisement is causing quite a stir with the British Advertising Standards Authority (ASA), which claims the New York-based brand’s campaign is sexualizing a child. The ads for Jacobs’ Lola perfume, which debuted in August and ran in a number of publications, including the London Evening Standard’s ES Magazine and Sunday Times Style magazine, feature 17-year old Dakota Fanning. The British ASA, an independent regulator of advertising across all media in the United Kingdom, has taken issue with one in particular, after receiving four complaints that the ad was offensive and irresponsible because it portrayed the young model in a “sexualised manner.”
According to the ASA’s subsequent report: “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.”
The ASA ultimately ruled to ban the ad in all UK publications.