Dakota Fanning's fragrance ad banned in the UK

Nov. 9, 2011 at 10:20 AM ET

By Verena von Pfetten, Styleite

Marc Jacobs' ads have a tendency to make us blush, but we never thought they were racy enough to get banned. However, the British Advertising Standards Authority disagrees: They have just shut down an ad for the Jacobs' fragrance Oh, Lola, featuring 17-year-old Dakota Fanning.

In the ad, Fanning is shown holding an oversize bottle of the fragrance, placed right between her legs. Earlier this summer, many criticized Marc Jacobs for what they deemed a provocative and inappropriate ad.

Marc Jacobs /
Too grown up? Dakota Fanning is the new face for Marc Jacobs' new perfume, Oh, Lola!

The ASA told the Telegraph:

"We noted that the model was holding up the perfume bottle which rested in her lap between her legs and we considered that its position was sexually provocative. We understood the model was 17 years old but we considered she looked under the age of 16. We considered that the length of her dress, her leg and position of the perfume bottle drew attention to her sexuality. Because of that, along with her appearance, we considered the ad could be seen to sexualise a child."

Coty, the makers of the fragrance, defended the ad, calling it "provoking, but not indecent".

It's certainly provocative — that bottle placement was no accident and Jacobs, at the time of launch, admitted to WWD he was making a conscious Lolita reference, saying, "I knew [Dakota] could be this contemporary Lolita, seductive yet sweet" — but does it cross a line?

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