Jun 1, 2009

FOI reveals DJs kids were supposed to be ‘adult and sexy’

David Jones have been accused of using ads that intentionally sexualised children as young as 10. But it seems DJs and Saatchi & Saatchi have found a fall guy.

Sophie Black

Crikey editor

Documents obtained under Freedom of Information laws appear to support claims by The Australia Institute that retailer David Jones used advertisements that intentionally sexualised children as young as 10, according to the Director of advocacy group Kids Free 2B Kids Julie Gale. The documents reveal a brief outlining that the girls, aged 10 and 12, should be portrayed as “slightly more adult and sexy”.

But it looks like David Jones and Saatchi & Saatchi have found a fall guy, citing a “freelance photographer” as the author of the memo.

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4 thoughts on “FOI reveals DJs kids were supposed to be ‘adult and sexy’

  1. jchercelf

    When there are no fashion models on cat-walks or in ads these days who could afford to buy or who look realistic in the fashion displayed – it reinforces the ridiculous mistake the fashion houses are making. Mid-teens is just that – a time to learn how to live and cope with school – the future and all the pressures they are under. Can’t you afford a proper model these days fashion houses?

  2. John Bennetts

    Julie Gale, how right you are to persist!

    It is not just DJ’s, but the fashion industry that is seen to have crossed the line. Catwalk models, ad agencies, photographers, magazines – especially teen mags – and retailers have all cooperated in this type of sleaze for too long. They all own their respective roles in this operation.

    It’s not just the work of a rogue photographer. There are simply too many steps along the way for such ads to be contemplated, planned, staged, staffed, shot , approved and released.

  3. Robert Garnett

    Another very interesting aspect of this saga is how the FOI laws were once again subverted by a government department to protect commercial interests. The “commercial in confidence” bell rings with amazing frequency. I am heartily sick of hearing how highly paid commercial lawyers are undermining the publics’ right to know, simply to protect the profits and reputations of big companies. Cannot our politicians and their servants ever see any issue other than through the prism of the commercial interests from those in the big end of town.

    This latest episode somply underscores the point that our companies, politicians and senior public servants and their lawyers think that any behaviour is OK as long as someone is making a buck!

  4. Ungulate

    Top work Julie!

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