In August 2004 I was sitting in a Doctor's waiting room, reading magazines while I waited for a friend, when I came across this image. I recognised it as the Armani Junior advert that had been banned by the Advertising Standards Authority. 74 people had thought to complain about the image, some expressing concern that it could encourage paedophiles. However, that magazine had sat in the waiting room for 6 months and had survived intact... no one had been shocked or offended and complained about the magazine to the staff at the surgery, nor had they ripped it up.
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Clothing Portrayals of Women and Men Taste & Decency Children |
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 12 May 2004 |
Armani advert slammed by watchdogA magazine advertisement for designer fashion brand Armani has been criticised by the advertising watchdog for "sexualising children".The advert featured a photograph of a long-haired boy model wearing only a pair of baggy jeans and a necklace. The Advertising Standards Authority said the model's gender was ambiguous and that the advert for Armani's junior range drew attention to his sexuality. Orthet Ltd, which holds the brand's licence, agreed to withdraw the advert. 'Offensive' The image, to promote Armani's Junior childrenswear range, sparked 74 complaints to the agency after it appeared in a magazine. Some branded it "offensive" because it "sexualised children and encouraged them to emulate adults", while others said it "exploited the child in the photo" or "could encourage paedophiles". After an investigation, the watchdog concluded that because the advert "sexualised the child" it was "likely to cause serious or widespread offence".
It welcomed Orthet's decision to withdraw the advert but suggested the firm seek advice before advertising again.
Published: 2004/05/12 08:10:32 GMT © BBC MMIV
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 19 May 2004 |
A child's right to childhood |
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by Sharon Griffiths WHAT'S in a name? Whatever it is, it needn't last forever. Gwyneth Paltrow has just called her new baby Apple. Poor little scrap. She might of course blossom into it. There again, Zowie Bowie, son of David, changed his name to Duncan Jones. Meanwhile Dandelion Pallenberg, daughter of rock chick Anita and Rolling Stone Keith Richards leapt straight out of her starry universe, changed her name to Angela and married a joiner. In the aristocracy of rock and roll, that's what you call a real rebel. ARMANI might be global name, big, posh and expensive. But not too big to get away with things... Last year Orthet Ltd, trading as Armani Junior ran a very peculiar advert in glossy magazines. It featured a young child - tricky to tell if it was a girl or boy - with a wonderful hair style, topless and wearing only baggy jeans and a necklace. There was something about the image that was very unsettling, disturbing almost, something about the elaborate hair, the child's expression. It was actually a very sexy ad - and all to sell children's jeans. So a lot of people complained to the Advertising Standards Authority, including Paula Hall of Northallerton. "I was appalled when I saw it," she said. "It made me feel very uncomfortable. It just wasn't the right image for children's clothes. "In this day and age when we're so aware of paedophiles that parents can't even video children's nativity plays, I thought it was unacceptable. I wanted to send it to my daughter in New Zealand but frankly, I didn't want to put it in the post in case I was accused of sending pornographic material." The ASA agreed with her and the 73 other people who complained, and in their judgement just announced say that the ad sexualised the child. Armani Junior had already withdrawn the ad. "I was so angry that I felt I had to do something," said Paula. " It wasn't the sort of thing you'd expect from someone like George at Asda, so why should Armani get away with it?" A lesson for us all - if something makes you angry, say so. You might get something done - however well known the perpetrator.
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