Clothing company H&M has had to decide to withdraw an ad featuring children in school uniforms after it was accused of sexualizing young girls with a slogan that was heavily criticized online.
“Turn heads with H&M back-to-school fashion,” read the top of an H&M advert featuring two primary school girls in gray uniforms, The Sun reported. “On Monday.
On Friday, the controversial ad was removed from the company's platforms after many parents and organizations spoke out to denounce the comments as part of the marketing stunt.
“H&M, what do you intend to do with this sponsored Facebook ad? Little schoolgirls generally don't want to “turn heads” […] They want to be left alone to learn and have fun, not to attract unwanted attention with their appearance,” said Melinda Tankard Reist, director of Collective Shout, a nonprofit that fights the sexualization of women.
The same goes for Justine Roberts, CEO and founder of Mumsnet, a mothers' forum, who found the ad disappointing and stressed that it “should never have been created”, 14 years after the “Let Girls Be Girls” campaign against sexualisation from children.
Others, like British psychologist Pam Spurr, have minced no words in denouncing the impact of this type of advertising.
“Their vile advertising makes pedophiles believe it is normal to desire girls. Boycott H&M. “A shameful exploitation of girls,” she emphasized, according to The Sun.
According to screenshots posted online, the company announced shortly afterward that it had withdrawn its advertising.
“We deeply regret the offense this has caused and will review the way we present our campaigns in the future,” it said.