"H&M Faces Backlash for 'Child Sexual Abuse' Instead of Children's Clothing Ads, Ultimately Surrenders"

Criticism of "Sexual Objectification of Child Models"

Controversial H&M children's clothing advertisement. Due to concerns about child sexual abuse, the children have been blurred for privacy.
[Image source=H&M]

Swedish global SPA brand H&M's recent children's clothing advertisement faced criticism for child sexual abuse. The advertisement was eventually removed.

On the 22nd, foreign media including the UK Independent reported that H&M recently advertised a photo of two girls wearing dresses on social media (SNS). In the photo, two child models with short hair were either carrying or wearing pink bags in a space with a pink wall and chair. H&M included the advertising phrase "Catch everyone's eye with H&M's 'Back to School' fashion" on the photo. Foreign media explained that this advertisement targeted the Australian market as children return to school after summer vacation.

However, netizens who saw the advertisement strongly criticized it, saying, "They are sexually abusing children," "This is a pedophilic advertisement," "They are sexualizing the girls," "How was this advertisement approved?" and "Young children do not want to attract attention."

Dr. Pam Spur, a psychologist, stated on X (formerly Twitter), "H&M's evil advertisement is telling pedophiles that it is okay to (sexually) like young girls," adding, "This is a shameful exploitation of girls."

H&M store located in Stockholm, Sweden [Photo by H&M]

As the controversy grew, H&M deleted the advertisement and apologized. H&M announced an apology stating, "The (controversial) advertisement has been deleted," and "We deeply apologize to those who felt discomfort due to the advertisement. We will review how to proceed with our advertising direction in the future."

Despite deleting the advertisement and posting an apology, the criticism did not subside. Some argue, "This advertisement should not have been made in the first place," and call for a thorough investigation into how such an advertisement was released online and who approved it, demanding accountability.