H&M pulls school uniform ad & says sorry over claims it ‘sexualised’ young children with ‘highly inappropriate’ slogan

FASHION giant H&M has pulled an advert for school uniforms after the company was accused of sexualising young children.

The ad featured an image of two girls of primary school age in pinafore dresses with the slogan: "Make those heads turn in H&M's Back to School fashion."

Their heads are turned over their shoulders, looking towards the camera.

The social media advert is aimed at the Australian market, where children are returning to school after the summer break.

But the retailer has now pulled the plug on the ad amid fierce backlash and has issued an apology.

"We have removed this ad," the fashion giant said in a statement.

"We are deeply sorry for the offence this has caused and will look into how we present campaigns going forward."

Mumsnet founder and chief executive Justine Roberts questioned why the campaign was approved in the first place.

The campaign calls on retailers to commit not to sell products which play upon, emphasise or exploit children's sexuality.

"Mumsnet users have long been concerned about a sexualised culture creeping into the lives of children - which is why we launched our Let Girls Be Girls campaign in 2010," she said.

"It's disappointing to see that, 14 years later, retailers are still creating inappropriate adverts that prematurely sexualise young girls.

"While we're pleased that H&M have accepted their mistake and removed the advert, it really should never have been created in the first place.

"Our users would love to be reassured that they're taking steps to ensure everyone at H&M is crystal clear about the issue so it doesn't happen again."

Other activists weighed in to lash out at the "shameful exploitation" of young girls.

Australian activist Melinda Tankard Reist wrote: "@hm @hmaustralia what is your intention with this sponsored Facebook ad?

"Little schoolgirls generally don’t want to 'turn heads'.

"The large numbers I engage with in schools want to be left alone to learn and have fun."

Psychologist and life coach Dr Pam Spurr added: "Your vile ad panders to paedophiles that it’s OK lusting after girls.

"Boycott H&M. A shameful exploitation of girls."