A complaint was made in respect of a poster showing two female models at a funfair, with accompanying text stating: “festival looks from £5”. The complainant believed that the models appeared to be children and challenged whether the advertisement was irresponsible since they were being depicted in a sexualised manner.

LOTD responded that the models were both over 18, and that since women aged 18–35 made up their target market, this was reflected in their marketing campaign.

The ASA considered that while the models looked youthful, they were not portrayed in a sexual way, either by their poses or clothing. The advertisement clearly advertised festival styles and would be interpreted by consumers in that context. The ASA did not consider that a fairground setting was restricted only to younger age groups. Therefore, the advertisement was not irresponsible and did not breach the Code.

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