A TV advert for Kingsmill bread has come under fire after viewers complained that it 'sexualised children' and that the company was 'blatantly using sex to sell an everday product'.

The advertisement - which shows a teenage girl in a short school skirt and over-the-knee socks - has so far triggered 19 responses to the Advertising Standards Authority. They will examine the complaints this week to see if an investigation needs to be launched.

The 30 second commercial shows the girl hitching up her school skirt to make it shorter after her younger brother mimics what their father would say, telling her "If you think you're going to school in that skirt, you can think again."

After the advert was posted on YouTube, the actress, 18-year-old Tara Berwin, responded to the criticism saying 'there's no need to patronise me, I haven't done anything wrong.'

A Kingsmill spokesman said the ad just replicated a normal family breakfast scene.

"It captures the playful interactions that are typical of day-to-day family life and demonstrates our understanding of modern families and their needs," he said.


What do you think? Is it just a snapshot of family life - and don't most girls try to get away with shorter skirts? - and the outcry a bit stale?
Or is this advert for bread sexualising young girls?