Supre ad banned for sexualising tweens

An ad for tween clothing brand Supre, which ran in print, in stores and on the back of buses, has fallen foul of the Advertising Standards Bureau for sexualising young people.

The ad used a young topless model to promote ‘jeggings’, a cross between jeans and leggings, and was slammed for inappropriately targeting young women.

Despite the advertiser challenging the ASB, stating that although “a sexy image”, it did not breach any form of discrimination or vilification towards women, the ads have been taken down.

The ASB also took issues with Supre’s claims that the ad is targeted to women aged 18-35 years old women. The board noted that the Supre brand is  popular with teenage and pre-teen girls and that the ad would be attractive to this age group.

One complaint read: “With only hair over her breasts and not completely covering them this picture immediately invokes the idea of pornography. I do not know if the woman is a real model or computer image but she looks about 15 years old – hence child pornography. I do not believe that such nudity should be forced upon the community.”

Complaints have also been made about a TV ad for Supre. The ad features a young girl thrusting her rear at the camera and rolling her tongue over her teeth. The ads are under investigation by the ASB.

A making-of video of the ad is featured on Supre’s Facebook page:


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