Diletta Leotta, a famous football reporter for DAZN, has seen how the Institute of Advertising Self-Discipline has censored the advertisement she starred in for U-Power for transmitting a message incompatible with the principles of respect for the dignity of minors.
The ad, which has been accused of “sexualizing the gaze of a child”, violates article 11 of the Code of Self-Regulation of Commercial Communication, which regulates the protection of children and adolescents.
Article 11, in its updated version in force from October 30, 2024, is clear: “Representations of behaviors or attitudes that tend to sexualize children, or subjects who appear to be such, are prohibited.”
“The body of a woman is centered with a shot from below and the look of desire is that of a child”
In the ad featuring Diletta Leotta, the media-savvy wife of goalkeeper Loris Karius (Schalke 04), she says in a voiceover “the first time you were speechless. Let yourself be surprised once again” while acting in a miniskirt on stage.
Blogger Selvaggia Lucarelli complained that “U-Power’s ads have always been ugly, with that 90s taste of insinuating sex. But this time it goes a step further: it puts the body of a woman in the center with a shot from below, in an inguinal miniskirt, and the look of desire is that of a child.”
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