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.