"Heads should roll for that horrific campaign": Benetton ad controversy explained as brand deletes controversial kids photo

What is the similarity between Benetton and Balenciaga? Both brands are being canceled and called out for using child models in their most recent campaigns. While the use of children in brand campaigns is not uncommon, it is questionable in both of these cases.

Benetton, an Italian-based fashion company has come under fire for its most recent campaign, which featured children dressed in underwear. A few weeks later, Balenciaga faced a similar scandal for having children pose with bondage-inspired plush teddy bears.

The brand usually has fun colorful campaigns (Image via Benetton)

While the brand has since deleted the images, the internet has once again demonstrated its unforgiving tendencies, with images from the campaign circulating on social media sites.

One user chose not to share the images, but she did call the brand out, claiming that there was no reason for it to launch such a "horrific" campaign. @hib343434 said:

"Ok I’m deleting that because I don’t want to in any way increase the number of people who see an ad of children modeling underwear. Heads should roll for that horrific campaign. There’s zero reason for children to “model” underwear. NONE. The brand is Benetton."

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Benetton deleted the images after being called out by actress Busy Philipps

Busy Philipps of Cougar Town fame took to her Instagram stories to call out Benetton for their new brand campaign that featured children wearing underwear and posing like adults. She explained that she nearly never comments on businesses but that this particular campaign had enraged her. Philipps said:

"I just saw this f*cked Benetton ad. Holy sh*t, what is wrong with everybody? Having these is very stupid, it's s*xualizing little kids. What is happening?"

The actress continued that not every image of a child wearing a bathing suit or underwear incited the same feeling. She mentioned that other brands, such as Gap, had done brand campaigns featuring children in an "appropriate and cute" way.

She also stated that she might be hyper-aware of the situation because the models are the same age as her own children.

Philipps said:

"I don't know where the disconnect is with people and they're like, 'well, if you see that, then that's your problem'. You're having children pose like adults whilst wearing underwear? Maybe I'm just hyper aware of that now. Obviously, my kids are the same age and it freaks me out."

Philipps was not the only one to call Benetton out. Journalist Yashar Ali also tweeted in horror following the campaign. Several others have also taken to social media to spread awareness, asking people to stop "misusing" children.

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The Benetton brand campaign has been removed from social media after facing severe backlash, but it is possible that the same judgment and scrutiny meted out to the Balenciaga campaign will be meted out to them as well. So far there has been no comment from any representative of the brand.