Review upholds ruling that Witchery ad “sexualised” children

Witchery Ad ruled in breach of ad standards code by independent review

Witchery Ad ruled in breach of ad standards code by independent review

An independent review has upheld a decision by the Advertising Standards Review Board that an ad for fashion retailer Witchery sexualised children.

The still image ad for Witchery’s kids range featured a young girl dancing and wearing a short skirt with the image shot from a low angle.

The original complaint said: “The still video frame image shows a young girl with legs apart wearing a short skirt that has been shot on a low angle that focuses on the model’s crotch.”

“I find this image extremely offensive as a mother to a daughter.”

In its original decision the board found the ad was in breach of the advertising code and noted concern within the community about the issue of child sexualisation in depictions in the media.

“The majority of the Board considered that overall the image amounted to a depiction of a child which is sexualised and is therefore not appropriate,” the board stated.

Parent company The Country Road Group (CRG) defended the image, telling the ad watchdog it was “disappointed” the complaint had been received, and said they did “not consider the imagery to be sexual in nature nor does it imply that children are sexual beings”.

Following the initial ruling Witchery applied for an independent review of the board’s decision, however the reviewer concurred with the board’s initial ruling.


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