Pret-a-Reporter

Should This Miu Miu Ad Be Banned?

Courtesy of Miu Miu
Miu Miu's spring campaign ad.

The U.K.'s Advertising Standards Authority thinks so.

On Wednesday, the U.K.'s Advertising Standards Authority decided to ban Miu Miu's spring ad campaign from U.K. media following a single complaint that called the photo "irresponsible and offensive" and claimed that it "show[ed] a child dressed as an adult in a sexually suggestive pose." 

The photo in question, shot by Steven Meisel, stars actress Mia Goth, who, at 22 years old, is definitely not a child (she was 21 when she posed for the campaign). However, the ASA ruled that the ad, which first appeared in the pages of British Vogue, "could give the impression that it presented a child in a sexualized way."

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The organization cited the actress' minimal makeup and slightly oversized clothing as leading viewers to believe that she was under the age of 16, and also claimed that the composition of the photo, which shows the actress lounging on an unkempt bed through a parted door, gave an "air of vulnerability." 

Miu Miu's parent company, Prada SpA, disagreed with the ASA's ruling, telling WWD that they did not believe that "there was a sexual tone to the ad or to her expression." British Vogue also disclosed to the trade that they did not receive any complaints regarding the ad and believed their readers did not think Goth looked like a child.

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