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H&M withdraws school uniform ad amid accusations of sexualizing children

Fashion retailer H&M has decided to remove an advertisement for its school uniforms following allegations of sexualization involving young children. The ad featured a photo of two primary school-aged girls with the caption: “Make those heads turn in H&M’s Back to School fashion.”

Following public backlash on social media, the controversial campaign has been pulled in Australia, and H&M has issued an apology. Justine Roberts, founder and CEO of Mumsnet, expressed that the ad “should never have been created in the first place.” Critics on social media expressed their disgust, with one referring to it as “vile” and another as “disgusting.”

H&M Apologises for Offence Caused

H&M has issued an apology and withdrawn an advertisement for school uniforms, which was exclusively showcased in Australia. The fashion retailer expressed regret for any offence caused and pledged to review its campaign strategy moving forward. Justine Roberts, founder and CEO of Mumsnet, a popular parenting forum, highlighted that the concern over a sexualised culture influencing children has prompted the launch of their Let Girls Be Girls campaign in 2010.

The initiative urges retailers to refrain from selling products that exploit or excessively emphasize children’s sexuality. Roberts expressed disappointment that inappropriate ads like H&M’s still emerge, even after 14 years, but acknowledged H&M’s response in removing the advertisement.

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