'Stop sexualising kids': Fashion giant pulls ad after backlash

“We are deeply sorry for the offence this has caused, and we are looking into how we present campaigns going forward."

A popular clothing brand has been forced to apologise after being accused of sexualising children in an ad.

CNNreports H&M Australia removed an ad depicting two young girls in school uniforms with the caption “Make those heads turn in H&M’s Back to School fashion”.

The Swedish fashion giant confirmed they had removed the ad as of Tuesday morning.

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“We are deeply sorry for the offence this has caused, and we are looking into how we present campaigns going forward,” a spokesperson told CNN.

The ad was screenshotted by a number of social media users before it was removed, prompting a backlash where users called it “creepy” and “disturbing”.

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The offending ad. Picture: H&M

"Little girls don't want to 'turn heads'"

Australian writer Melinda Tankard Reist, who addresses sexualisation and the harms of pornography in her works, was one of the first to slam the ad on Twitter.

“What is your intention with this sponsored Facebook ad?” she asked.

“Little schoolgirls generally don’t want to “turn heads”. The large numbers I engage with in schools want to be left alone to learn and have fun, and not draw unwanted attention to their appearance.

“The little girls’ parents generally prefer heads don't ‘turn’ when others see their daughters walking to school, on a bus or in class. Why would you want to fuel the idea that little girls should draw attention to their looks, body and ‘style’?”

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Another image from the same advertising campaign. Picture: H&M

"This is really disturbing"

Other users agreed with Ms Reist’s assessment.

“The term ‘turning heads’ is clearly referencing adult women turning the heads of men,” one person wrote. “Stop objectifying and sexualising little girls, these models look no more than six years old.”

“This is really disturbing,” another wrote. “I remember being cat called whilst waiting for the bus in my school uniform. It made me feel unsafe.

“Girls go to school to get an education, not to be jeered at by onlookers.”

Originally published as 'Stop sexualising kids': Fashion giant pulls ad after backlash