Mr Price ad with child model used ‘provocative, sexualised’ imagery, watchdog rules


The Advertising Regulatory Board decided that a Mr Price advertisement featuring a child made use of "provocative and sexualised" imagery.(Supplied/Mr Price Group)

The Advertising Regulatory Board decided that a Mr Price advertisement featuring a child made use of “provocative and sexualised” imagery.(Supplied/Mr Price Group)

The Advertising Regulatory Board (ARB) has said that a Mr Price window front advertisement featuring a child model made use of “provocative and sexualised” imagery.

The ARB is a marketing industry body that regulates the content of South African advertising. Anyone can complain to the ARB about an advertisement and the Directorate of the ARB then decides whether the advertisement violates the South African Code of Advertising Practice.

The ARB received a complaint about a Mr Price in-store advertisement claiming that the advert showed a young female child wearing make-up and “sitting in a very inappropriately sexualised way with open legs”.

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