'Irresponsible' Prada Miu Miu ad banned

An ad for Prada's Miu Miu fashion brand that appeared in Vogue UK has been banned for inappropriately sexualising a model who appeared to be a child.

The double-page magazine ad featured a photograph apparently shot through a slightly open doorway to reveal a young woman reclining on a bed while looking straight at the camera.

A reader complained that the ad was irresponsible and offensive because it appeared to show a child dressed as an adult in a sexually suggestive pose.

Prada SpA said the ad featured Mia Goth, a 22-year-old actress and model, shown on crisp white bed sheets, wearing a sophisticated outfit without a low neck-line and nude make up.

The company did not believe she was shown in a sexually suggestive pose or that there was a sexual tone to the ad or her expression.

Vogue UK said the magazine was sophisticated and their readers were educated to appreciate top photography and great fashion models.

The Advertising Standards Authority (ASA) said the model's youthful appearance, minimal make up and clothes that appeared to be slightly too large gave the impression that she was younger than 16.

The ASA said: "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 sexualised way.

"Therefore, we concluded that the ad was irresponsible and was likely to cause serious offence."