Photo of Boy in Ad "Offensive"

NANAIMO - The old adage in advertising is that "sex sells" - and it often appears to be true.

But when does that marketing strategy go too far? Many would say - when it involves children.

A Nanaimo mother says a well-known children's retailer has done just that with an ad campaign that features pictures of children in provocative poses.

The photo in the store window of Mexx Kids at Woodgrove Centre - shows a boy - 8 or 9 years old - jacket pulled down to show an exposed shoulder - as if undressing. It's offended at least one person.

Kolbi McLean is a frequent shopper at Mexx Kids says its inappropriate and exploitive.

If McLean was offended by that photograph, she was in for more of a shock.

A quick search on the internet, resulted in a picture - obviously from the same marketing campaign - showing four children - boys and girls wearing no shirts.

Kolbi McLean and other parents she's spoken to all agree - the photographs should be removed.

A spokesperson with Mexx Canada's marketing department in Montréal says the group photograph was part of Mexx International's advertising campaign and Mexx Canada chose not to use that particular photograph in their marketing.

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• /A\ News Vancouver Island
• Nanaimo
• Clothing
• Advertisements
• Children
• Mexx
• Sex Sells
• Jonathan Bartlett