15:18 14 February 2013
After receiving complaints from viewers, The Advertising Standards Authority investigated and reviewed the Chanel’s Coco Mademoiselle Ad featuring Keira Knightley. The watchdogs ruled that the ad was unsuitable for young children.
The advertisement shows Keira being photographed on bed with the photographer unzipping her clothes. She was then shown dressed only in a bed sheet and crawling towards the photographer. It appears that she was about to kiss him when she puts her finger to her lips and says, “lock the door.”
The complaint was made when the sexually suggestive ad was shown during the showing of Ice Age 2.
Chanel argued that the ad aimed to show Keira Knightley’s character as playful and sensual but not overtly sexual.
However, the ASA upheld the complaint.
A spokesman said: "We noted that Ice Age 2 was of particular appeal to children. We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children.
"We therefore concluded that the ad was inappropriately scheduled and an ex-kids restriction should have been applied to prevent the ad from being broadcast in or around children's programming.
"The ad must not be broadcast again in its current form in or around programmes of particular appeal to children."
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