Although it is a fashion bible for the UK’s Teenager, Jack Wills is not above the law when it comes to advertising standards. It has been forced to remove a selection of photos from its new Spring catalogue as the ASA deemed them ‘overtly sexy’.
The ASA, or Advertising Standards Authority, ordered them to remove the catalogue from the shelves, saying that the images of semi naked young girls was both unsuitable and offensive seeing as the catalogue is aimed at the teenage market.
There were 19 complaints against the Scottish based clothing chain, which boasts stores in Edinburgh, Aberdeen, St Andrews and Glasgow. The full page ads, which have been banned, were inside a publication that was posted out to customers.
The first one featured a young woman in a short skirt and shirt. Her skirt is lifted to show off the top of her thigh, buttocks and a section of her knickers. The second one has a group of young men and women undressing on a beach. One of the men was taking off a woman’s top, revealing her bra.
The third has the same group in it, but shows them from a distance running out of the sea in their underwear. The fourth ad had a young couple kissing and embracing. They were both topless, and the side of her breast was clearly seen and she was only wearing knickers. Her leg was also raised and the man was holding n position around him.
Twice before Jack Wills has had complaints against it, but on both those occasions they were dismissed. These, however, are said to have overstepped the mark. The Company obviously disagrees, and has pointed out that the brand is aimed at University students in the 18-22-age bracket, and all the models were over 18.
Subscribers have to be over 18 to receive the publications and Jack Wills can’t see what all the fuss is about. The ASA on the other hand see things completely different, and argue that younger teenager will see the pictures and it projects the wrong image, the company argue back that it simply portrays the kind of people who wear their clothes, and the situations they find themselves in.
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