An advert for Prada’s Miu Miu fashion brand that appeared in Vogue UK has been banned for inappropriately sexualising a model who appeared to be a child.
The double-page magazine spread featured a photograph apparently shot through a slightly open doorway to reveal a young woman reclining on a bed while looking straight at the camera.
A reader complained that the ad was irresponsible and offensive because it appeared to show a child dressed as an adult in a sexually suggestive pose.
Prada SpA said the ad featured Mia Goth, a 22-year-old actress and model, shown on crisp white bed sheets, wearing a sophisticated outfit without a low neck-line and nude make up.
The company did not believe she was shown in a sexually suggestive pose or that there was a sexual tone to the ad or her expression.
Vogue UK said the magazine was sophisticated and their readers were educated to appreciate top photography and great fashion models.
They did not believe their readers would think that the ad made any suggestion that the model was a child, and said they had not received any complaints from readers directly.
The Advertising Standards Authority (ASA) said the model’s youthful appearance, minimal make up and clothes that appeared to be slightly too large gave the impression that she was younger than 16.
It also noted that she was photographed reclining on a bed and looking up directly to the camera through a partially opened door, which gave her an air of vulnerability and the image a voyeuristic feel.
The ASA said: “We considered that her youthful appearance, in conjunction with the setting and pose, could give the impression that the ad presented a child in a sexualised way.
“Therefore, we concluded that the ad was irresponsible and was likely to cause serious offence.”
It ruled that the ad must not appear again in its current form, adding: “We told Prada SpA to ensure future ads did not include images that inappropriately sexualised young women or were likely to cause serious offence.”