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Jack Wills banned from re-printing 'provocative' catalogue

Young fashion chain Jack Wills has been banned from re-printing its latest catalogue after complaints the images it featured were inappropriate for young teenagers.

The Advertising Standards Authority (ASA) received 19 complaints about four images in the retailer’s 2011 Spring Term Handbook catalogue which features pictures of a young woman wearing just a pair of knickers whilst kissing a man. Other images include a group beginning to undress on a beach and a young woman lifting up her skirt.

Jack Wills said the chain is aimed at 18 to 22 year olds and the images in the catalogue are intended to “project a positive, fun and sometimes flirtatious” image of student life.The company also said those who wanted to receive the catalogue either online or in stores would have had to confirm they were over 18.

However the ASA said the partial nudity “went beyond what could be described as fun or flirtatious” and “was sufficiently provocative as to present a risk to younger teenagers”. The catalogue is now banned from being distributed in its current form.

Jack Wills is the latest in a string of retailers to be criticised for its inappropriate communications or stock. In March value chain Matalan launched a review after it was found to be selling padded bras for children as young as eight.

Last year value retailer Primark removed a £4 padded bikini top for children from sale following media pressure, and other retailers including Tammy, Tesco, Next and Peacocks were found to be selling padded bras in kidswear sections.

In December last year a government inquiry was launched to consider whether new rules are needed regarding the production of items such as T-shirts with suggestive slogans, lap-dancing kits, high heels and padded bras to pre-teens. The findings will be released next month.

Readers' comments (1)

  • drapergirl

    A padded bikini for children? Why not have that child sitting on a mans knee with him in g-string? What on earth are people thinking? What kind of message are we sending our children? It's proposterous. I agree with banning anything provocative for youngsters, they are so bombarded with these stereotypical images and for what? So that these companies can line their pockets? How unimaginitve to only be able to sell a product through sexualised images of children. Because ultimately that's what it boils down to.

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