American Apparel ad banned for 'sexualising girls'

An advert for clothing chain American Apparel's 'back to school' range has been banned for "inappropriately sexualising" girls and potentially normalising predatory sexual behaviour.

The Advertising Standards Authority (ASA) said two ads, both showing a model viewed from behind, imitated voyeuristic "up-skirt" shots taken without the subject's knowledge.

The ASA criticised the company for 'inappropriately sexualising' girls. Credit: Yui Mok/PA Archive/Press Association Images

Two people complained that the ads were offensive and irresponsible because they were overtly sexual and inappropriate for a skirt advertised as schoolwear.

The company said the model in question was 30 years old and the advert was not intended to represent an underage girl.

They added that the images had only appeared briefly on the company's website and Instagram page, having been posted by an inexperienced member of their social media team.