Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

There's big disunity in the "United Colors of Benetton." The clothier's controversial ads are sparking opposition from some European stores.

Retailers are hauling Benetton to court, charging that the advertising is damaging their sales. One German retailer spearheading the effort has even posted a sign at his store stating: "No Benetton-because we too condemn the scandalous ads with war, disease and death."

The retailers don't want ads that take a brutally unvarnished view of social ills. And in France, neither do some of the victims of those ills. A court there last week ruled that a Benetton ad exploited AIDS sufferers. In the U.S., retailers have been softening their ads with a more conservative approach.

Details on Page 46.

Most Popular
In this article: