fragrance ad, starring Dakota Fanning, has been deemed irresponsible and likely to cause offence” by Britain’s Advertising Standards Authority. The ASA has therefore banned the ad from appearing again in its current form.
The ad, shot by Jeurgen Teller, features the actress sitting on the floor in a pink polka-dot dress, holding an oversized bottle of the Oh, Lola fragrance in her lap. While Fanning was 17 years old in the advertisement, the ASA considered she looked under the age of 16” and that the positioning of the perfume bottle was sexually provocative”.
We considered the ad could be seen to sexualise a child,” the ASA said. We therefore concluded that the ad was irresponsible and likely to cause serious offense.” The ASA also claims to have received four complaints about the ad since it appeared in magazines in August.
Designer Marc Jacobs defended the campaign, saying, It’s really unfortunate that people have taken anything negative from what we believe is a really good campaign, and one that so perfectly embodies the fragrance.”
