American Apparel has been criticised by the advertising watchdog for an advert which "appeared to sexualise a child".
The Advertising Standards Authority (ASA) upheld two complaints about the advert, which appeared on the back cover of Vice Magazine.
It pictured a girl sitting on an office chair wearing a jumper, knickers and knee-length socks. She was posed with her legs up on the chair and her knickers were visible.
The latest ruling comes a week after the clothing brand fell foul of the ASA with campaigns featuring "gratuitous" images and the sexualisation of models who appeared to be under 16. American Apparel ran into similar issues with campaigns in 2009 and earlier this year.
The people who complained about the advert on the back of Vice Magazine objected that it was offensive and irresponsible.
"Reg Bailey's recommendations have already prompted swift action from industry and regulators. Setting up the Parent Port website is just one of the steps they have taken. We want parents to use the website to give feedback, make complaints and learn more about media regulation, online safety and other aspects of the commercial world, like retailing, that have an impact on children."
The work that regulators, including the ASA, continue to undertake in responding positively to the recommendations in the Bailey review (Letting Children Be Children) has been welcomed by government as well as family and parenting groups. ParentPort is a valued resource amongst parents but raising awareness is an ongoing process. We'd be delighted if CIM and its members would like to support ParentPort with their expertise and resources.
The survey comes a year after the report by Mothers' Union chief executive Reg Bailey, entitled Letting Children Be Children, which called on businesses and broadcasters to play their part in protecting young people from the "increasingly sexualised wallpaper surrounding them".
The CIM is calling on the Government to work directly with the marketing industry to "deal with these pressing issues once and for all".
David Thorp, director of CIM research, said:
"It's clear that parents still have very real concerns about the way some companies try to sell to children. The marketing profession needs to address these concerns but we also want a dialogue between parents, the Government and industry bodies to ensure that our solutions are lasting and effective.