Miu Miu Ad

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Date: 2011

Region: United Kingdom

Subject: Child Safety

Medium: Advertisement

Artist: Miu Miu, a company owned by Prada.

Confronting Bodies: ASA (Advertising Standards Authority)

Dates of Action: 2011

Location: UK

Description of Artwork: Hailee Steinfeld looks like she is upset and was crying while sitting on a railroad. She is wearing a simple outfit that shows nothing but her legs below her knees, heels, and holds a Miu Miu handbag in her left hand.

The Incident: A complaint was received by the ASA that the ad was irresponsible because it was suggestive of youth suicide especially because the ad could be seen by impressionable young people. Prada told the ASA the advertisement was part of a high-fashion campaign aimed at adult women and that it would only be placed in Tatler magazine (predominantly adult readership). They also told the ASA that Hailee was shot in a natural pose in between takes of the fashion campaign.

Results of Incident: The ASA concluded that because Hailee was 14 years old when the photo was shot in a potentially hazardous situation, the ad was irresponsible and in breach of the Code in showing in a hazardous or dangerous situation.

Sources: http://www.asa.org.uk/ASA-action/Adjudications/2011/11/Prada-Retail-UK-Ltd/SHP_ADJ_167410.aspx