Coty ad rapped for being ‘sexually provocative’

The ad for the ‘Oh, Lola’ perfume, released earlier this year, shows actress Dakota Fanning sitting on the floor wearing a pale, thigh length dress, using one arm to support herself as she leans backwards whilst her other hand holds an oversized bottle of the perfume, which rests in her lap.

‘Offensive’ and ‘irresponsible’​

The Advertising Standards Authority (ASA) received complaints from readers of the ES magazine and Sunday Times Style magazine that the ad was offensive and irresponsible as it portrayed the young model in a sexualised manner.

ASA upheld the complaints and explained that the images of the War Of The Worlds and Man On Fire actress could be seen as sexually provocative due to the position of the fragrance bottle, and the exposed part of her right thigh.

“We understood the model was 17 years old but we considered she looked under the age of 16. We considered that the length of her dress, her leg and position of the perfume bottle drew attention to her sexuality,”​ said an ASA statement.

“Because of that, along with her appearance, we considered the ad could be seen to sexualise a child. We therefore concluded that the ad was irresponsible and was likely to cause serious offence.”​

No complaints to Coty or fashion mags​

Coty UK responded by claiming it had received no complaints about the ad and that it did not believe the styling in the ad suggested that the model was underage or that the ad itself was inappropriately sexualised. It accepted the giant perfume bottle may be provoking but dismissed claims that it was indecent.

The fragrance firm also explained that the ad had appeared in highly stylised fashion magazines, most readers of which, it believed, would be over 25 years of age; the target group for the perfume – a statement which the ASA acknowledged.

Likewise, the magazines it appeared in also stated they had received no complaints, with the Sunday Times Style magazine stating it did not believe that the ad was so sexually suggestive that it breached the Code.

It explained the publication was marketed to adults with an interest in cutting edge fashion and that any sexual connotations that may have been associated with the ad would be reduced because of that target audience.

The ASA ruling means the ad must not appear again in its current form.