The ASA found that two product listings for a pair of jeans used on the website sexually objectified the female models which they depicted. The advertisements each featured a topless woman using her arms to cover up intimate body parts. In one of the images, the model’s jeans were unzipped, revealing her underwear. In the other image, the model’s head was cropped out which the ASA considered to objectify the woman further as it served to remove aspects of her individuality.

The ASA concluded that the images used by Prettylittlething were irresponsible and likely to cause offence particularly because the use of nudity was gratuitous and irrelevant to the product being advertised.

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