A total of four people got in touch with agency to challenge "whether the ad was offensive and irresponsible as it portrayed the young model in a sexualized manner."
After an investigation, the ASA ruled 17-year-old Dakota Fanning to be too hot for print. A statement on their site reads:
We noted that the model was holding up the perfume bottle which rested in her lap between her legs and we considered that its position was sexually provocative. We understood the model was 17 years old but we considered she looked under the age of 16. We considered that the length of her dress, her leg and position of the perfume bottle drew attention to her sexuality.
The sentence? The ASA has decreed, "The ad must not appear again in its current form." The report notes perfume maker Coty UK has disputed the ruling, stating, "They believed the giant perfume bottle was provoking but not indecent."
If the photo and controversy ring a bell, you may recall SheKnows asked readers back in June if Dakota Fanning's photo was too sexy. Of shooting the ad in question, Marc Jacobs commented previously, "When we were speaking about who to use in the ads. I had recently seen The Runaways... I knew she could be this contemporary Lolita, seductive yet sweet."
Dakota Fanning was thrilled to take part in the Marc Jacobs campaign. "Every time one of Marc's fragrances comes out I run to the store to buy it," the actress said. "The moment I was asked to be a part of the Oh, Lola! campaign, I was so humbled and said 'yes' immediately."
Do you think Dakota Fanning's perfume ad deserved to be banned?
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