H&M pulls advert after claims it ‘sexualised’ kids with four-word slogan | World News

H&M has removed a school uniform advert with the caption ‘make those heads turn’ after claims it was sexualising children.

The clothing giant’s ‘back-to-school’ fashion ad features two primary school age girls wearing pinafore dresses.

Their heads are turned over their shoulders, looking towards the camera.

The social media advert is aimed at the Australian market, where children are returning to school after the summer break.

Activists took aim at the retailer in furious social media posts, calling it a ‘shameful exploitation’ of young children.

Australian acitivist Melinda Tankard Reist, who describes herself as ‘an advocate for women and girls’ and a ‘pro-life feminist’, wrote: ‘@hm @hmaustralia what is your intention with this sponsored Facebook ad?

‘Little schoolgirls generally don’t want to “turn heads”. The large numbers I engage with in schools want to be left alone to learn and have fun.’

Psychologist and life coach Dr Pam Spurr added: ‘Your vile ad panders to paedophiles that it’s OK lusting after girls. Boycott H&M. A shameful exploitation of girls.’

Dozens more lambasted the brand, demanding to know ‘why the hell H&M is sexualising kids’.

Many called it an ‘inappropriate advert’ and said H&M should ‘think again very quickly’. 

A H&M spokesperson apologised when contacted by Metro.co.uk.

They said: ‘This ad has now been removed. We are deeply sorry for the offense this has caused and will look into how we present campaigns going forward.’

The spokesperson said the advert was only published on the company’s Australian sites, where it has since posted an apology.

Last year a Rimmel London ‘back-to-school’ advert featuring Love Island star Lana Jenkins was removed after complaints.

In the Facebook ad, seen in September, Lana applies makeup and a caption underneath reads: ‘Get ready to slay this back-to-school season. Get 25% off Multi-Tasker Concealer and other Rimmel faves with code B2S25 only at lookfantastic.com.’

Get in touch with our news team by emailing us at webnews@metro.co.uk.

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