A complaint was raised in response to various images of Alabama Barker, brand ambassador for Prettylittlething, which were featured on the Prettylittlething website and advertised Alabama’s “Y2K Edit” clothing collection. The photographs were taken when Alabama was aged only 16.

The complainant believed that the images were suggestive and sexualised an underaged individual. The ASA agreed and upheld the complaint on this basis.

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