KOURTNEY Kardashian's stepdaughter Alabama Barker's ad for PrettyLittleThing has been banned due to "inappropriate" content.
The 16-year-old posed in images that an advertising body slammed for portraying a child in a "sexual" way.
She held a hosepipe and sprayed a nearby hedge. In another image, she lay on a bed and licked her lips while talking on the phone.
The text of the advert reads: “Channel that teen dream realness with barely-there micro mini skirts.”
The Advertising Standards Authority (ASA) noted that the image “revealed her breasts”, while another photo from the campaign saw Alabama wearing a “tight-fitting short dress whilst sucking a lollipop”.
The ASA banned the advert in the UK, saying it is in "breach of our rules which state that ads must not portray or represent anyone who is, or seems to be, under 18 in a sexual way”.
A spokesperson said Alabama's sunglasses, which featured the text "THAT'S HOT" were considered a "reference to sexual or passionate feeling".
They added: "We considered that a number of her poses were also likely to be considered as sexual.
"In several images, Ms Barker was shown lying on a bed and in one of them she was licking her lips in a sexually suggestive manner.
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"Several of the images in which she was wearing a mini skirt involved Ms Barker crouching down, or bending her leg, which accentuated the prominence of her upper thighs, to the extent that her buttocks were almost visible.
"Furthermore, we noted that in another image Ms Barker was shown
spraying a water hose which was positioned between her legs, which we considered focused the eye to her crotch area."
PrettyLittleThing said they "did not intend to sexualize Ms Barker and disagreed that she was portrayed in a sexual manner".
The fast fashion retailer added that Alabama and her team approved the images and that the photo fo Alabama sucking a lollipop was a nod to the Y2K trend the campaign was protraying.
They also said they wanted to convey a message of body positivity to “encourage and empower young women to embrace their bodies and inspire confidence”.
Alabama has not commented publicly on the ban. The advert can still be shown in the US.
Alabama unveiled her new deal with PrettyLittleThing in March, telling fans: "I'm SO excited to finally announce I am @prettylittlething's newest Brand Ambassador Stay tuned…"
Her stepmom Kourtney commented a bunch of hearts, while friends offered their congratulations.
But fans almost immediately turned on the teen's parents for allowing her to model, arguing "she's just a child" and "shouldn't be working."
"Isn’t she 16? God this world is so f****d lol," one commenter said on Reddit.
"I'm really getting old huh.... There's no denying it now when the new generation of influencers are her age," another added.
A month later, Alabama talked directly to her fans in a video as the label's new ambassador.
"Hey guys, I'm here on set for my very first brand ambassador shoot for PLT. I can't wait for you guys to see it."
The new entrepreneur blew the camera a quick kiss before posing in a variety of bright outfits.
Her dad Travis was branded a "dadager", and was criticized by fans for setting Alabama down the modeling road.