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Clothing giant H&M has issued an apology and pulled an advertising campaign for school uniforms in Australia after facing widespread criticism for the “sexualisation of children”. The ad featured two young girls in pinafore dresses with the tagline “Make those heads turn in H&M’s Back to School fashion,” which many found an inappropriate caption.

The advertisement sparked outrage on social media, with many users calling it inappropriate and harmful. Critics argued that the tagline, coupled with the image of young girls in school uniforms, sexualised children and could potentially contribute to the exploitation of minors.

“The caption used in the ad seems highly inappropriate and insensitive. Brands should prioritise responsible advertising, especially when it involves children,” an X user posted.

“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 and not draw unwanted attention to their appearance,” another used noted.

Several others also shared the same opinion, coming down heavily on the Swedish company.

Following the outrage, H&M responded to the criticism by issuing a statement apologising for the offence caused and stating that the ad had been removed. The company also said that it would be reviewing its advertising practices to ensure that they are in line with its values.

“We are deeply sorry for the offence this has caused and will look into how we present campaigns going forward.” The fashion giant said.