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Wednesday, April 7, 2010 as of 11:14 AM ET

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  • Perfume ads featuring teen star Dakota Fanning banned for sexualizing a minor

    A perfume ad featuring 17-year-old actress Dakota Fanning has been banned in the U.K. for appearing to “sexualize a child.”

    Fanning appears in the ad for Marc Jacobs’ new perfume Oh, Lola!, which is the little sister scent to Jacobs’ perfume Lola. The scent is described as “More of a Lolita than a Lola,” and the advertisement crosses the lines of appropriateness, the Advertising Standards of Authority said.

    In the ads, a very-young looking Fanning is seen in a short, girly dress with a giant bottle of the perfume between her legs.

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    The ASA issued a statement on the ads and their decision to pull them:

    “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 [sexualize] a child.”

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    Jacobs, who told Women’s Wear Daily recently that he made an entire wardrobe for Fanning when she was just 12 years old, said he is a big fan of the teenage actress.

    “When we were speaking about who to use in the Oh, Lola! fragrance ads – I had recently seen “The Runaways ,” he said. “Dakota was in it, and I knew she could be this contemporary Lolita, seductive yet sweet.”

    Coty, the company that manufactures Oh, Lola!, defended the ad, saying it did not show “any private body parts or sexual activity.”

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