**Diesel Clothing Advertisement Featuring Katie Price Withdrawn Over Objectification Concerns**
A recent promotional campaign by renowned fashion label Diesel has come under fire after an advert featuring British model and television personality Katie Price was deemed by a regulator to be “irresponsible” and “likely to cause serious offence” due to the sexualisation and objectification of women. The Advertising Standards Authority (ASA), the UK’s advertising watchdog, delivered the verdict following a series of public complaints about the advertisement.
The contentious advert appeared on *The Guardian*’s website on 26 March, showcasing Katie Price, aged 46, clad in a bikini whilst holding a handbag against her chest. This particular imagery prompted 13 complaints from members of the public, who contended that the depiction of Price both objectified and sexualised women, and further argued that she appeared unhealthily thin in the advert.
Diesel responded to the criticism by explaining that the campaign, entitled “The Houseguests”, was intended to challenge longstanding stereotypes and to promote diversity and inclusion within the fashion industry. According to the brand, Price’s participation—given her age and body type—was deliberately chosen to broaden the conversation around representation, since, as Diesel pointed out, the typical age range for editorial models is between 16 and 23.
The brand defended its creative decisions, suggesting the image represented a celebration of Price’s personality, sexuality, and empowerment rather than objectification. Diesel argued that Price was presented in a “confident and dynamic” pose, underlining her own agency and control in the scenario. They further noted that Price is internationally recognised for her unique and cultivated appearance, which has become intrinsic to her public persona.
Diesel also addressed concerns regarding Price’s physique, affirming in their statement that while she is slender, she maintains excellent muscle tone and does not appear unhealthily underweight. This assertion was supported by the ASA in its own findings, which ruled that although the depiction did not breach regulations pertaining to unhealthy thinness, the main issue pertained to sexualisation and objectification.
*The Guardian* revealed it had received a direct complaint about the advert on 4 April, and subsequently removed the image from its website, citing noncompliance with its own advertising policies.
Upon reviewing the matter, the ASA partially upheld the complaints, focusing on the way the bikini and positioning of the handbag accentuated Price’s breasts. The watchdog noted that, while Price did appear self-assured and in control, “the positioning of the handbag… had the effect of emphasising and drawing attention to her breasts, the ad sexualised her in a way that objectified her.” The regulator deemed this both irresponsible and likely to cause significant offence, concluding that the advert breached advertising codes.
The ASA concluded, “We told Diesel to ensure their future ads were socially responsible and did not cause serious or widespread offence,” and mandated that the advertisement should not appear again.
Despite the controversy in the UK, Diesel responded with a public statement reaffirming the ethos behind the campaign: “Diesel’s latest Houseguests campaign continues its tradition of challenging norms and embracing individuality. A key image features model Katie Price, 46, showcasing a body type rarely seen in high fashion, proving that women of all shapes and ages deserve representation. The photo celebrates confidence and empowerment without objectification.” The company also underlined that the campaign had been distributed in over 100 countries without similar regulatory grievances, highlighting its ongoing commitment to inclusive and respectful advertising narratives.
This incident adds to the ongoing debate within the advertising world about the line between empowerment and objectification, and how brands can both reflect and shape cultural attitudes towards representation, diversity, and social responsibility. The ASA’s ruling serves as a reminder that the portrayal of women in marketing materials will continue to attract scrutiny, and that brands are expected to navigate these sensitivities with care and awareness.