TRENDY fashion firm American Apparel has been ordered to remove a string of topless photos from its website – after a watchdog ruled they were too “sexual”.
The label was investigated by the Advertising Standards Agency after two complaints, including one from the angry mother of a 12-year-old girl.
The woman was shocked to find “unnecessarily sexual” content on the site when she visited to shop with her daughter.
The ASA today banned a total of seven photographs, ruling them to be “sexually suggestive”, “submissive” – and in some cases feature models who appear to be underage.
One of the banned snaps shows two women posing topless in tights with the bottom cut out.
In another, a brunette is lying topless on a sofa, with her left breast exposed.
The ASA ruled both photos “were sexually provocative… and likely to cause widespread offence, because they were displayed on a website which could be viewed by, and was likely to have appeal to, children under 16 years of age.”
An ad featuring a young woman exposing her breasts through a see-through shirt was also banned – after a customer complained the model appeared to be under 16.
A spokesman for American Apparel argued the ads were standard practise and that kids could access any website.
But the ASA insisted the images were inappropriate.
In a statement, a spokesman said: “The ads must not appear again.
“We told American Apparel they should not use images which were likely to sexualise models who appeared under 16 years of age, and they should not use images which were likely to cause offence.”