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Ad which sold Kate's 'skinny' message to children is axed by watchdog

A WEBSITE which stocked a range of children's T-shirts emblazoned with a controversial quote from Kate Moss has been censured by an advertising watchdog.

The range of T-shirts labelled 'Nothing tastes as good as skinny feels' was available on the UK website Zazzle.co.uk.

Britain's Advertising Standards Authority has ordered Zazzle to drop an advert for the T-shirt, which campaigners feared could encourage girls to develop eating disorders.

Moss (37) caused outrage when she claimed in 2009 it was her motto.

When asked in an interview with the fashion news website WWD if she had any mottos, she replied: "There are loads of mottos.

"There's 'Nothing tastes as good as skinny feels'. That's one of them."

Critics condemned the comments by the much-admired model.

Former Ultimo model Katie Green, who in 2009 launched the Say No To Size Zero campaign with Lembit Opik, the Liberal Democrat politician, said then: "There are 1.1 million eating disorders in the UK alone. Kate Moss's comments are likely to cause many more."

Three people complained about the advert to the ASA.

They said it was irresponsible and could cause harm to children, because it implied being underweight was desirable and therefore could encourage children to develop body image issues.

ASA watchdogs ruled the ad must not appear again in its current form.

A spokesman for the agency, which enforces advertising codes, said: "We told Zazzle to ensure future ads were not irresponsible and, particularly where they were addressed to or depicted children, did not contain anything that was likely to condone or encourage an unsafe practice or to result in their physical, mental or moral harm."

Zazzle said it had restricted the designs so they did not appear on children's clothing.

hnews@herald.ie


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