Advertising Board Rules On Mr Price Kids Advert That ‘Smacks Of Objectifying Females’

The Advertising Regulatory Board has ruled in favour of a consumer who complained about a Mr Price kids advertisement which she found ‘smacks of objectifying females’. The customer, Natasja Oosthuizen, lodged a complaint with the ARB over an in-store advertisement for Mr Price Kids which showed “A young female child with make-up sitting in a very inappropriately sexualised way with open legs and just inappropriate for a young girl”.

However, the Directorate agreed that the open legs, hands on hips, and pout of the child, all contribute to a "sexually suggestive positioning". “However, whatever the intention of the pose, the combination of the various elements have the potential to be perceived sexually.

Advertising Regulatory Board (ARB) Complaints Mr Price Kids

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