Two complaints were raised in respect of an advertisement appearing on the e-commerce platform in August 2020, on the basis that it was socially irresponsible. The advertisement featured a child wearing underwear and a crop top with a dressing gown. The ASA found that the model appeared to be under 18, and that, although her posing was not overtly sexual, it was nevertheless quite adult considering her likely age and in combination with her scant clothing. The ASA ruled that the advertisement appeared to depict a minor in a sexual manner and was therefore in breach of the CAP Code.

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