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A Swedish ad campaign that broke in May for H&M featuring Brazilian model Isabeli Fontana has been scolded this week by Reklamombudsmannen (aka, RO), Sweden's version of Britain's Ad Standards Authority, but not for the reason you might think. Well, not entirely for that reason. While there were complaints that the ad is too sexy and the model is too thin, one of the chief complainants was the Swedish Cancer Society, which said Fontana's dark skin tone promotes "an ideal of beauty that is life-threatening."
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