The British Advertising Standards Authority (ASA) have slammed Marc Jacobs’ ad campaign for his Oh, Lola fragrance which features 17-year-old actress Dakota Fanning. It has ruled that the “sexually provocative” magazine ad that shows Dakota Fanning sitting on the floor wearing a pale coloured short dress with an Oh Lola perfume bottle between her thighs, is “irresponsible and likely to cause serious offence.” They have also decided that Dakota looks under the age of 16 to back up their decision.
The ad, which was photographed by Juergen Teller, appeared in magazines in August and received four complaints which made the ASA take action.
The young Hollywood star was chosen by fashion designer Jacobs to be a “contemporary Lolita” after being inspired by her appearance as a 15-year-old punk rock ringer in the film ‘The Runaways’.
In response to the ban, Jacobs released a statement which said:
“It was our pleasure to work with Dakota Fanning for the Oh, Lola campaign. She is a smart, pretty, interesting, talented young woman, and we would never have suggested an advertising concept that we thought was inappropriate. I believe she is also very thoughtful about the projects she takes on and would not have done something that she felt was in questionable taste. It’s really unfortunate that people have taken anything negative from what we believe is a really good campaign, and one that so perfectly embodies the fragrance.”
Fine, Dakota does look quite young so we do understand the ASA’s reasons, but surely this isn’t the most provocative of ads out there?