LONDON — Miu Miu is the latest designer label to have an ad banned by the U.K.’s Advertising Standards Authority. The ASA said in a ruling Wednesday that it had upheld a single complaint over an image of actress Mia Goth in Miu Miu’s spring campaign, on the grounds that it “could give the impression that [it] presented a child in a sexualized way.”
The complainant had argued the advertisement, which appeared in British Vogue, appeared to “show a child dressed as an adult in a sexually suggestive pose,” and that it was “irresponsible and offensive.” In the Steven Meisel-lensed ad, Goth appears dressed in a midriff-baring top and pants, lounging on a bed with crumpled sheets, and glimpsed through a partially open door.
Prada SpA, Miu Miu’s parent company, had responded that the firm did not believe Goth, who is 22, was shown in a sexually suggestive pose, “or that there was a sexual tone to the ad or to her expression.” British Vogue also noted that it had not received any complaints from readers directly, and that they did not believe that their readers would think that Goth was a child.
But in its ruling, the ASA said that Goth’s minimal make-up, coupled with the fact that her clothes were slightly too large, gave the impression that she was younger than 16. The organization added that the ad’s composition gave Goth “an air of vulnerability” and the image “a voyeuristic feel.
“We considered that her youthful appearance, in conjunction with the setting and pose, could give the impression that the ad presented a child in a sexualized way,” the ASA said, describing it as “irresponsible and…likely to cause offence.”
The ASA ruled the ad must not appear in the U.K. media again in its current form, and said it had told Prada to ensure that future ads did not include images that “inappropriately sexualized young women.”