Christmas ad of girls bound and gagged pulled over ‘porn-inspired abuse scenario’

A Christmas advert of two young girls bound and gagged with lemon tarts in their mouths has been pulled from TV after it received criticism that it was a “porn-inspired abuse scenario.”

Bakers Delight, a large Australian-owned bakery franchise, first raised their 2020 Christmas poster on November 7 at Currambine Central Shopping Centre in Perth.

The ad featured two little girls in Santa hats bound and gagged with lemon tarts next to a Christmas tree with the words “silent nights” above their heads.

A photo of the advert was posted to Facebook, where it has draw outrage from parents who feel as though the festive poster sexualises children.



Bakers Delight, a large Australian-owned bakery franchise, first raised their 2020 Christmas poster on November 7
(Image: Bakers Delight)

Commenting on the post, one person said: “All I can see in those girls eyes is help me.”

A second said: “You may think I’m overreacting or say it’s lighthearted but our nation has an issue with domestic and family violence with women, men and children dying frequently because of it – so it’s not something we need to normalise or have as a joke’.”

“Sorry but this advertising completely misses the mark. Two scared girls bound and gagged,” added a third.

Collective Shout – a group that speaks out against the sexualisation of children – condemned the campaign for “trivialising the issue of abuse and torture of children”.

Manager Caitlin Roper told Nine.com.au the ad goes as far as to be “porn-inspired” and “misogynistic.”

She said: “This is a misogynistic, porn-inspired abuse scenario to sell baked goods.

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“It’s hard to fathom how anyone at Bakers Delight thought this was acceptable, or that it could be a humorous scenario. How many people signed off on this concept?”



Ms Roper said the chilling image presents itself as a joke but “promotes the subjugation of women and girls”
(Image: Bakers Delight)

Ms Roper said the chilling image presents itself as a joke but “promotes the subjugation of women and girls.”

Bakers Delight has since removed the poster and issued an apology.

A spokesman said: “Trivialising an important issue like child abuse was never our intention and we apologise to anyone we may have inadvertently upset

“Bakers Delight does not condone family or child abuse in any form and we are deeply concerned that some parts of our current marketing campaign may have caused offence.”