**Diesel Ad Featuring Katie Price Banned for ‘Objectifying’ Content**
A recent advertisement released by fashion brand Diesel, featuring well-known model and media personality Katie Price, has come under scrutiny following its appearance on The Guardian’s website. The Advertising Standards Authority (ASA), the UK’s independent regulator of advertising, determined that the campaign irresponsibly objectified and sexualised women, leading to the advert’s removal and a formal rebuke for the brand.
The contentious image, which formed part of Diesel’s ongoing ‘The Houseguests’ campaign, depicted Price wearing a bikini and clutching a handbag positioned in front of her chest. Thirteen complaints were subsequently filed to the ASA, raising concerns around the image’s sexualised portrayal and allegations that the model appeared unhealthily thin.
Diesel responded by defending its campaign, stating that ‘The Houseguests’ initiative was intended to challenge conventional stereotypes within fashion advertising. The brand highlighted its intention to foster diversity and inclusivity by featuring a range of ages and body types—an approach it said was exemplified in the casting of Price, who, at 46, is older than the typical model often seen within high fashion editorials.
The company further argued that the advert was a celebration of Price’s “sexuality and empowerment,” and described the pose as confident and dynamic, with Price “clearly in control”. According to Diesel, her appearance, including her well-known physical attributes, was a deliberate part of the creative direction and reflected her longstanding public image.
Nevertheless, the ASA found that the positioning of the handbag, which framed Price’s chest and drew particular attention to her breasts, crossed an important line. The regulator concluded that while Price’s pose did convey confidence, the overall composition of the image sexualised her in a way that amounted to objectification. “We therefore considered the ad was likely to cause serious offence, was irresponsible and breached the Code,” the ASA stated. As a result, the advertisement was deemed in violation of established advertising standards.
On the subject of body image, Diesel insisted that Price, whilst slim, was not unhealthily thin and had good muscle tone. The ASA agreed with this assessment, deciding not to uphold the element of the complaints related to alleged unhealthy body standards.
The Guardian, which hosted the advert online, acted quickly after receiving a direct complaint, electing to block the ad from further appearances on its platform. This swift move reflects growing awareness among publishers about the need to maintain responsible advertising that aligns with their own standards and policies.
Diesel, for its part, reiterated its commitment to diversity and challenging fashion industry norms in a statement released after the ruling. The company emphasised the broad geographical reach of the campaign, noting that it had been shared in more than 100 countries without attracting regulatory censure elsewhere. Diesel said it remained dedicated to its mission of promoting confidence and empowerment in an inclusive manner.
Despite Diesel’s intentions, the ASA has instructed the brand to review and amend its advertising practices to ensure that future campaigns are socially responsible and do not risk causing widespread or serious offence. The ruling serves as a reminder to brands operating in the UK that their creative messaging remains subject to rigorous scrutiny around issues of representation and sensitivity.
As the industry continues to grapple with evolving norms around body image, representation, and empowerment, cases like this reflect the delicate balance advertisers must maintain between provocative artistic expression and public responsibility. Both brands and media outlets are under increasing pressure to ensure their messaging does not fall foul of ethical and regulatory expectations.